Farmers Union Insurance Secures Naming Rights to Arena

Farmers Union Insurance (FUI) reached an agreement with the Northwood Hockey Boosters of Northwood to secure the naming rights to their indoor arena. For the next 10 years, the hockey arena will be known as the Farmers Union Insurance Arena in this small community of about 1,000 people in northeastern North Dakota.


“This sponsorship fits perfectly with our ‘Simply Different’ brand,” said Kevin Ressler, sales and marketing manager for FUI. “It doubles down on our belief of supporting rural communities and the folks who live there. Because this facility is important to the community of Northwood, it’s important to us.”


A group of passionate leaders in the Grand Forks County town built the arena in 2014 through donations. Ressler said Northwood has a vibrant youth hockey program, and FUI lent earlier support to the booster club with a logo-on-ice sponsorship agreement.


“Farmers Union has really stepped up to the faceoff circle for us and Ice Storm Hockey,” said Bryan Brenden, president of Northwood Hockey Boosters. “The funds will allow us to continue to offer equipment, at no cost, to a majority of our hockey players and also focus on what matters – the kids in our program.”


“I hope we can continue our commitment in the future,” Ressler noted, “because that’s what really separates us from other insurance companies. Most major brands have left small towns and pulled their agents. We’ve actually increased the number of agencies we have in small towns to serve the population that meets our mission.”


FUI is also the premier sponsor of the North Dakota High School Activities Association, and the BEK Broadcasting Network which televises high school athletic competitions throughout North Dakota. The company sponsors numerous other sports organizations and activities. Last year, FUI purchased the naming rights to an expansion rink, the Farmers Union Insurance Center, attached to the Scheels Arena in Fargo, home of Fargo Force hockey.