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Virginia Dome Rebranded as Kroger Riverside Arena

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  Published in Media and Entertainment on Wednesday, February 4th 2026 at 10:23 GMT by WAVY
      Locales: Virginia, UNITED STATES

Richmond, Virginia - February 4th, 2026 - The Virginia Dome, a cornerstone of Richmond's entertainment and sporting landscape, has officially unveiled its new identity as the Kroger Riverside Arena, following the unexpected termination of its naming rights agreement with Anthem just weeks ago. The swift transition, secured by Dome management, highlights the venue's continued viability and the strong local support that rallied behind efforts to secure a stable financial future.

The abrupt end to the Anthem sponsorship, which had been in place for nearly fifteen years, sent ripples through the Richmond community. While Anthem cited "shifting strategic priorities" as the reason for their exit, the suddenness of the announcement left Dome officials scrambling to find a replacement. Many feared a prolonged period of uncertainty, potentially impacting the venue's ability to host events and maintain its operational capacity. However, Dome management acted decisively, initiating negotiations with multiple potential partners.

Kroger, the nation's largest supermarket chain, emerged as the winning bidder, signing a multi-year agreement that promises to inject significant financial stability into the arena. The rebranding to Kroger Riverside Arena isn't simply a name change; it signals a deeper partnership, with plans for enhanced customer experiences and community engagement initiatives already in the works. Kroger intends to integrate its rewards program, digital coupons, and potentially even in-arena grocery pickup options for event attendees, creating a unique blend of entertainment and convenience.

"We are thrilled to welcome Kroger as our new naming rights partner," stated Eleanor Vance, CEO of the Virginia Dome Authority, during a press conference this morning. "Their commitment to the Richmond community aligns perfectly with our mission to provide a world-class entertainment experience for all. We understand the sudden change was jarring, but this partnership ensures the Dome's continued success for years to come."

Industry analysts suggest the speed with which the Dome secured a new sponsor is a testament to the venue's popularity and its strategic location. The arena hosts a diverse range of events, including concerts, sporting competitions (home to the Richmond Raptors minor league hockey team and occasionally hosting college basketball games), and large-scale conventions. The facility is also a major economic driver for the surrounding Riverside district, generating revenue for local businesses and creating numerous job opportunities. Losing a key sponsor could have severely impacted these benefits.

The Kroger deal is expected to not only cover operational costs but also fund planned upgrades to the arena's facilities. Discussions are underway regarding potential improvements to seating, concessions, and the overall fan experience. A major focus will be on enhancing the arena's sustainability initiatives, aligning with Kroger's own commitment to environmental responsibility. Preliminary plans include the installation of energy-efficient lighting, water conservation systems, and expanded recycling programs.

While financial details of the agreement remain confidential, sources close to the negotiations indicate the Kroger deal is comparable to, if not slightly more lucrative than, the previous arrangement with Anthem. This suggests Kroger sees significant value in the partnership, not just as a branding opportunity, but as a long-term investment in the Richmond community. The company already has a substantial presence in the region, with numerous stores and distribution centers, and the arena sponsorship further strengthens its local ties.

The transition from Anthem to Kroger has been relatively smooth, with crews working around the clock to replace signage and branding throughout the arena. The official rebranding was celebrated with a community event earlier today, featuring live music, food trucks, and family-friendly activities. The first official event under the Kroger Riverside Arena banner will be a Richmond Raptors home game scheduled for February 15th.

The situation underscores the volatile nature of sponsorship agreements in the modern sports and entertainment industry. Companies are increasingly reevaluating their marketing strategies and prioritizing ROI, leading to more frequent changes in sponsorship landscapes. However, the Virginia Dome's ability to adapt and secure a new partner demonstrates the importance of a strong venue, a dedicated management team, and a supportive community.