Via Tosses Garden Party for Stadium

BOSTON TD Banknorth celebrates its recently inked 20-year deal to rename the 20,000-seat FleetCenter in a regional TV blitz from independent agency Via.

The stadium, home to the Boston Celtics basketball team and the Boston Bruins hockey franchise, is being rebranded as the TD Banknorth Garden in a deal sources said would likely top $100 million [Adweek Online, March 3].

In a pair of 30-seconed TV spots from Portland, Maine-based Via, local sports fans relive their favorite Boston sports memories. They invoke the names of local legends such as Larry Bird, Bob Cousey and Bobby Orr, who had their finest moments in the old Boston Garden facility.

At the close of the spot, bank pitchman and Bruins icon Ray Borque says, “Our Garden is back, thanks TD Banknorth.”

The arena had been known as the FleetCenter since September 1995, when it opened as a replacement for the antiquated Boston Garden, which had been located nearby. The new venue was named for financial services company FleetBoston, which last year was acquired by Bank of America.

TD Banknorth is headquartered in Portland, Maine, with banking divisions in six Northeastern states.

—Adweek staff report