Last week, Mike Davies of the Examiner in Peterborough Ontario announced that Re/Max has become a sponsor of The Memorial Centre. The Memorial Centre is hoping to find more partnerships like this five-year, $100,000 deal with Re/Max for skybox naming rights. John Salfi, Memorial Centre program and promotions co-ordinator, confirmed Re/Max will pay $20,000 a year for the naming rights to the arena’s two skybox suites and to be presenting sponsor for the annual spring Home and Outdoor Show. Sue Warrington, city arena division manager, said it’s the first, but won’t be the last foray into naming rights.
“We have other areas like the concourse lounge and the club lounge. There is a lot of real estate in those areas that can be branded,” said Warrington. “Remember when there were no rink board ads? You see those old film clips and it seems so weird to see everything white”. Sue went on to comment that “We haven’t discussed naming rights for the buildings since it was brought up back during the renovations,” she said. “It hasn’t been revisited or is on the agenda to revisit at this point. We’ll look down the road on that one.”
Warrington admits renaming the building is a sensitive subject since it is a Memorial Centre. “It was built by the people and we respect that so we’ve been trying to find other ways of getting our partners involved without going there, just yet,” she said. “I think our goal right now,” Salfi said, “is to build from the inside out. There is a lot of value and hidden opportunity within the building. The OHL is a great market and you can see what a lot of other buildings have done.”
Advertising and sponsorship revenue within the building go to offset operating expenses, said Warrington. The OHL’s Petes have a reciprocal agreement with the City to share in advertising revenue which means they’ll get a share of $10,000 annually. Their share is based on incremental percentages related to advertising thresholds. The other $10,000 is for the home show sponsorship.
The full package gives Re/Max skybox naming rights, home show presenting sponsorship, complete custom branding of the interior, entry doors and foyer off the elevator, six full colour advertising panels facing inside the arena bowl, exterior street side signage (pylon sign), branding on each skybox ticket and PMC web site presence.
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