The $2.2 billion Bellco Credit Union in Greenwood Village, Colo., is the newnaming rights sponsor of the Colorado Convention Center's5,000-seat concert theater in Denver, replacing Wells Fargo.

The naming rights deal gives Bellco exclusive marketing andadvertising rights at the theater until Dec. 31, 2017. Bellco plansto brand the theater and graphic elements surrounding the buildingand to interact with event and concertgoers. The deal is subject tofinal approval by Denver City Council. The newly renamedBellco Theatre hosted its first event when President Bill Clintonspoke there recently.

“We are proud to be able to invest in the arts and entertainmentof our region by sponsoring the Bellco Theatre,” said Doug Ferraro, president/CEO of Bellco.

“At the same time, as a financial cooperative, we are only asstrong as our membership base. The Colorado Convention CenterTheater naming rights provide us with a strategic andcost-effective way to build awareness about Bellco and our missionto provide the most competitive financial products and services toColoradans,” Ferraro said.

Bellco said it will host a grand re-opening event onceimprovements to the venue's green room, lobby and other areas havebeen completed in January.