XL has enhanced its visibility in the historical birthplace of the US insurance industry by having the main sport's arena and civic centre in Connecticut's Hartford named after itself.

In a six-year deal the Hartford Civic Centre is to be called the "XL Center."

XL Insurance, the global insurance operations of XL Capital has entered an agreement with Northland AEG for naming rights to the civic centre, which includes the 16,500 seat Veteran's Memorial Coliseum and the Exhibition Hall.

Under the agreement, Connecticut's premier sports and entertainment venue's new name will be the "XL Center" .

"Hartford is considered the city where the US insurance industry began and remains a very influential business center for our industry today," said John Glancy, chief underwriting officer of XL Insurance's Global Professional unit, based in Hartford.

"The city offers us a strategically central location in the Northeast to conduct our worldwide business and gives us access to a talented, educated workforce.

"XL Insurance has a significant office presence and history in Hartford where many businesses and their insurance brokers come to conduct business.

"We have watched Hartford steadily rebuild over the years and we are very proud to be part of the renaissance of the city."

"XL Insurance's commitment to Hartford's major sports and entertainment venue is yet another positive step towards creating a wonderful city in which to live, work and play," said Lawrence Gottesdiener, chairman of Northland Investment Corporation.

"We commend XL Insurance's commitment to Hartford and its revitalisation and appreciate their continued investment in the City."

"We are working with Northland AEG to develop a fresh new appearance for the XL Center in the coming weeks. We look forward to unveiling and celebrating its new name and new look," said Mr. Glancy.

The XL Center remains the home to University of Connecticut's Men's and Women's Basketball and the American Hockey League's Hartford Wolfpack ice hockey team. The venue also hosts major music attractions, various family shows, ice skating spectaculars, conferences as well as trade and consumer fairs.