April 11, 2016
Briefing

Worcester Railers have their eye on the corporate prize

Courtesy
Leah Motsis has been hired by the Worcester Railers hockey team as the manager of sponsor memberships.

Worcester's new hockey team recently unveiled its name as the Worcester Railers. The name draws from the city's heritage as a railroad hub. Nearly as soon as the new name was done settling across the Internet, the organization announced the hiring of Leah Motsis as the manager of sponsor memberships.

What's in a name?

With a logo that incorporates the seven hills of the city in the background, in an image that might borrow a bit from the Coors Light train but is obviously original enough to make it past lawsuit-adverse lawyers, it does reflect the city better than previous Worcester teams with names like Sharks entirely unconnected to community.

The Railers name and logo reflect the new team's commitment to both Worcester and Central Massachusetts and are extremely marketable, said Sandy Dunn, general manager of the DCU Center, where the Railers will play their home games. It lends itself to giveaways such as train whistles while also denoting power, which is important in a physical game like hockey.

But what about sponsorships?

This is a huge deal for any sports team, but to get the final approval from the ECHL, the Railers must bring in $350,000 in corporate sponsorships. In reality, said Motsis, the organization is aiming much higher than that. This is not only because of the obvious financial implications but also because it reflects support from the community.

"[Sponsorships] are all important in showing the business community wants to have the team here," she said. "Businesses are the ones that are the big players in the community, and they are able to help spread the word to the fans."

The organization already has secured founding sponsors in Bay State Savings Bank, Digital Federal Credit Union, The Hanover Insurance Group, People's United Bank, Polar Seltzer and the Providence & Worcester Railroad Co.

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