ATLANTA — iTHINK Financial Credit Union has secured naming rights to Atlanta’s historic Tabernacle concert venue, expanding the Florida-based credit union’s use of live entertainment sponsorships as it seeks to build its brand in Georgia.
The downtown Atlanta venue is now officially known as the Tabernacle Presented by iTHINK Financial under an agreement announced by the credit union and Live Nation, according to The Atlanta Journal-Constitution.
Financial terms and the length of the agreement were not disclosed. iTHINK Financial President and CEO Michael Miller declined to provide the AJC with details about the financial structure of the deal, the publication reported.
First Such Partnership
The agreement represents the $2.37-billion iTHINK Financial’s first naming-rights partnership in Georgia and comes as the credit union continues to expand its presence in the state.
“To me, it’s a very recognizable, culturally relevant place that people associate with having great experiences,” Miller told the AJC.
iTHINK Financial, headquartered in Delray Beach, Fla., has more than 118,000 members and more than 20 branches, including several in Georgia. The credit union was founded in 1969 by a group of IBM employees and was formerly known as IBM Southeast Employees Credit Union.
Another Way to Connect
The credit union said the Tabernacle partnership is intended to provide another way for it to connect with communities as it grows in Georgia, according to the AJC. iTHINK Financial members are expected to receive benefits and on-site experiences at the venue, although details are still being developed, the report stated.
The deal is not iTHINK Financial’s first venture into naming rights for a major music venue.
In 2020, the credit union entered a naming sponsorship involving the former Coral Sky Amphitheatre in West Palm Beach, which became iTHINK Financial Amphitheatre. The credit union said it has spent more than five years using that partnership to connect with music fans.
“It brings two organizations that are focused on creating positive and memorable experiences together,” Miller told the AJC about the Atlanta agreement.
Historic Atlanta Venue
The Tabernacle is located at 152 Luckie St. in downtown Atlanta and was originally constructed as a Baptist church. The building was converted into a concert venue in connection with Atlanta’s 1996 Centennial Olympic Games.
Live Nation has owned the approximately 2,600-capacity venue since 1999, according to the AJC. The venue has hosted performers including Prince, Bob Dylan, Adele and Kendrick Lamar, among others.
The agreement with iTHINK Financial coincides with the Tabernacle’s 30th anniversary as a concert venue.
