Naming rights were sold to Marine Midland Bank, part of the HSBC banking group in 1996, and the building was renamed Marine Midland Arena before the first game had been played. The bank bought the naming rights for 30 years then to expire in 2026. In 1999, as part of HSBC's worldwide corporate rebranding, the arena's name was changed to HSBC Arena, with the official renaming taking place on March 17, 2000. This name change coincided with the playing of the first college basketball tournament game in the arena's history. The press box in the arena is named after former Sabres broadcaster and Hockey Hall of Fame member Ted Darling. In 2011, Buffalo-based First Niagara Financial Group reached an agreement to purchase HSBC Bank's upstate New York and Connecticut branch network, including much of the core of the old Marine Midland. While naming rights to HSBC Arena were not included in the sale, First Niagara, HSBC, the Buffalo Sabres and other parties reached an agreement to establish a new naming rights deal with First Niagara. The name of the arena became First Niagara Center that summer, with the official renaming taking place that fall. First Niagara bought the naming rights for 15 years, approximately the remainder of the time that was left on HSBC's naming rights deal with the arena. KeyCorp announced its plans to purchase First Niagara—and thus also the naming rights to the arena—on October 30, 2015. Although exterior signage was installed during the week of August 11, 2016, the renamed KeyBank Center became official on September 19, 2016.
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