Nothing says “party” like insurance.
Cross Insurance, which sells personal and business policies across New England, said Thursday that it had snagged the naming rights for a pavilion at Gillette Stadium. The announcement came six months after the Patriots filed suit against the liquor company Bacardi USA Inc. for backing out of a naming-rights deal for the pavilion.
Cross Insurance Pavilion and Business Center will be similar to what was previously called Casa Bacardi in ads and other promotional materials produced by the Patriots, but its opening has been delayed until summer.
The 20,000-square-foot facility will be within the gates of Gillette Stadium and will include TVs for patrons and people who book the space for conferences, receptions, and other events.
The pavilion will offer “a one-of-a-kind hospitality experience,” said Royce Cross, the company’s chief executive, in a prepared statement. He could not be reached for an interview.
The company declined to disclose the terms of its agreement with the Patriots.
“We are happy to be working with the Kraft Group on this new Pavilion and Business Center,” Cross Insurance said in its statement. “As the official insurance broker of both the New England Patriots and Gillette Stadium, we have a longstanding relationship with the venue and look forward to aligning our brand further with Gillette Stadium.”
Cross has been on something of a naming-rights binge in the past few years. In 2014, it spent $2.5 million for the right to rename the 7,000-seat Cumberland County Civic Center in Portland, Maine, as the Cross Insurance Arena for 10 years. In 2012, it spent $3 million to name the then-new 5,800-seat Cross Insurance Center in Bangor. Cross, based in Bangor, has 100,000 customers, 650 employees, and 35 offices in New England and has been growing aggressively through acquisitions.
The Patriots’ lawsuit against Bacardi continues. It was filed in Suffolk Superior Court as New England Patriots LLC v. Bacardi USA Inc. An attorney for Bacardi declined to comment. Attorneys for the Patriots could not be reached for comment.