Sovereign switch spells name changes for arena, theater in Reading
Both entertainment venues to include Santander in names
Sovereign Bank's decision to re-brand itself as Santander means changes for the Sovereign Center and Sovereign Performing Arts Center in downtown Reading.
The Sovereign Center will become the Santander Arena; the Sovereign Performing Arts Center will become the Santander Performing Arts Center, effective Oct. 17, officials announced Thursday.
"Our marketing team is currently working with the bank to implement the necessary
changes to roll out the full re-brand in the prescribed time frame,” said Zane Collings, regional general manager of SMG, which manages both venues.
Sovereign Bank, once headquartered in Wyomissing, has owned the naming rights to both the arena and the theater for more than a decade.
The Sovereign Center opened its doors in September 2001; the Sovereign Performing Arts Center, formerly the Rajah Theater, was renovated and renamed following its purchase by the Berks County Convention Center Authority in June 2000.
"Together, the Sovereign Center and the Sovereign Performing Arts Center have been a huge impact on the region," Collings said. "With this name change, we look forward to the continued success of bringing world class entertainment to the region to help make Greater Reading a wonderful place to live, work and play."
The Sovereign Center on Penn Street, home to the ECHL's Reading Royals ice hockey team, has hosted more than 2,200 shows since it opened.
The Sovereign Performing Arts Center on North 6th Street, home to the Reading Symphony Orchestra and the Broadway on 6th Street series, plays host to a variety of events and performances throughout the year.
Copyright 2013 WFMZ. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.