Recent News / Press
The PSG Team has an impressive record of success in sponsorship sales, consistently demonstrating its ability to access top decision-makers in the corporate sector.
Media Release – 2024
Performance Sponsorship Group has been retained by The City of Thunder Bay to identify and value naming rights opportunities for a range of municipal facilities, parks and open spaces, structures, meeting/multi-purpose rooms and more. As part of the scope of the work, PSG will review existing sponsorship and naming rights policies and make recommendations. PSG will also report on industry best practices related to naming rights, and provide sales strategy and documentation enabling the City to perform the work independently or in conjunction with a third party municipal sponsorship sales agency.
PSG will present a summary of its finding and make recommendations in a presentation to the City’s Executive Management Team and will make a presentation to City Council with final recommendations and a list of priority opportunities.
Media Release – 2024
The Town of Grimsby has retained Performance Sponsorship Group to provide a naming rights and sponsorship program for the expanded and renovated Peach King Centre, which is scheduled to reopen in 2025. In addition to the existing two ice pads, the expanded centre will house a double gymnasium, fitness studio, expanded lobbies, and select green building initiatives.
PSG will review sponsorship opportunities, including overall naming rights, secondary naming, pricing and terms, and compile a list of suitable prospects. PSG will also develop a communication strategy to inform all constituents that the Town is seeking naming rights for the facility, prepare sales documents and secure partners.
Media Release – 2024
City announces Heavy Metal Equipment & Rentals as naming rights sponsor for Civic Centre
The City of Spruce Grove is excited to announce that local business Heavy Metal Equipment & Rentals will be the naming rights sponsor for the new Civic Centre.
Heavy Metal Equipment & Rentals has committed to be the naming rights sponsor for the Civic Centre for the next 10 years. In recognition of this significant contribution to the community, the Civic Centre will be called “Heavy Metal Place”.
“In selecting a main facility sponsor for the new Civic Centre, it was important to work with a company that has strong ties to the community,” said Mayor Jeff Acker. “Heavy Metal Equipment & Rentals is a well-known and respected name in the region with a large presence in Spruce Grove’s industrial area and we look forward to having them partner on this major amenity and community gathering space over the next decade.”
“We are honoured to be the naming rights sponsor of Spruce Grove’s new Civic Centre,” said Jesse van der Werf, President & CEO, Heavy Metal Equipment & Rentals. “This partnership reflects our commitment to the community and our support for the activities that will bring people together in this remarkable space.”
Earlier this year, the City issued a call for Expressions of Interest from businesses and organizations interested in the various naming rights opportunities for the new Civic Centre. These opportunities included naming rights for the overall facility as well as for specific spaces and features within the development.
The partnership with Heavy Metal Equipment & Rentals pertains to the name only and not ownership or operation of the physical facility.
In February, the City announced that the community arena within the Civic Centre would be named in honour of fallen Edmonton Police Service constable and Spruce Grove resident Brett Ryan.
Several other naming sponsorship opportunities at the Civic Centre still remain. To inquire, please contact Judy Haber of Performance Sponsorship Group at (403) 966-4605.
About Heavy Metal Equipment & Rentals
Heavy Metal Equipment & Rentals is one of North America’s largest heavy equipment rental companies headquartered at 301 Tamarack Drive, Spruce Grove, Alberta. Since 2001, they have provided state-of-the-art machinery across North America for all four earth-moving industry sectors: mining, construction, pipeline, and forestry. Their fleet includes over 750 ultra-class mining trucks, shovels, and other civil and mining-sized dozers, loaders, graders and more. Heavy Metal prides themselves on offering fully maintained rental services that ensures every piece of equipment operates at peak performance through its rental period. Heavy Metal Equipment & Rentals are the trusted choice for all your heavy equipment needs.
About the new Spruce Grove Civic Centre
Set to open in early 2025, the Civic Centre is the single largest project the City of Spruce Grove has ever done. Located at 50 Westwind Drive in Westwind Centre, the Civic Centre will feature a spectator arena, community arena, a branch of the Spruce Grove Public Library, black box theatre, art gallery, and the co-located Spruce Grove Transit Centre. It will also serve as the new home for the Spruce Grove Saints Junior A Hockey Club.
Media Release – August 6, 2024
New name given to Centennial Arenas and events centre
The Town of Okotoks is proud to announce Viking Rentals Centre as the new naming rights sponsor for its premier ice arena and events centre, formerly Centennial Arenas and Foothills Centennial Centre. This 10-year partnership reflects Viking Rentals’ commitment to supporting community recreation and entertainment and will unify the arenas and event centre under a single, cohesive identity, enhancing the facility’s recognition and accessibility.
“We are thrilled to partner with Viking Rentals and bring their name to our outstanding sports and event centre,” said Christa Michailuck, Okotoks Parks & Recreation Director. “This sponsorship will not only provide significant support for the ongoing operations and enhancements of our facilities but also foster a stronger sense of community pride and engagement.”
The state-of-the-art facility includes two NHL-sized ice surfaces, an unboarded leisure ice surface, a walking track, and versatile multi-purpose event space. It proudly serves as the home for the Okotoks Junior A Oilers and provides a top environment for both athletes and community members.
“My family and I are very excited to work with the Town of Okotoks and to sponsor these exceptional venues that serve so many members of our community as well as surrounding areas,” said Lars Pettersen, Owner of Viking Rentals. “We are especially proud that Viking Rentals sponsorship will directly benefit athletes, spectators, and all visitors to the facilities. Sports, particularly hockey, have given me so much in my life, and I have always wanted to give back and help athletes to have the kinds of opportunities that I did. I have always admired people who contribute positively to their community and have been driven to be able to do the same. Together with the Town, I believe we will be able to achieve both goals.”
The Viking Rentals Centre is set to continue its tradition of excellence in providing a welcoming space for hockey, leisure skating, fitness activities, and a wide range of community events. This sponsorship not only marks a significant investment in the facility, but also a commitment to creating a positive impact on the community. For more information on policies, please visit okotoks.ca/council-policies
Media Release – April 24, 2024
City seeking naming rights and other sponsorships for new Civic Centre
The City of Spruce Grove is inviting businesses and organizations to submit an Expression of Interest (EOI) with respect to sponsorship opportunities in the new Civic Centre. These opportunities range from overall naming rights of the facility to spaces and features within the development.
Scheduled to open early 2025, the Civic Centre is being constructed in Westwind Centre located at 50 Westwind Drive and visible from Yellowhead Highway 16. Amenities include a spectator arena, community arena, branch of the Spruce Grove Public Library, black box theatre, art gallery, walking track, and the co-located Spruce Grove Transit Centre. Through a capital investment of $72.8 million, the Civic Centre will be the single largest project the City has done.
By aligning their brand with this prominent public space, organizations can boost brand recognition and demonstrate a commitment to community and cultural infrastructure, fostering positive brand sentiment. Sponsors will gain valuable exposure and engagement with Civic Centre visitors, resulting in mutual benefits for both the sponsoring organization and the local community.
Sponsorship opportunities include the overall naming of the Civic Centre facility, the community arena, main centre lobby/atrium, black box theatre, art gallery, and branch location of the Spruce Grove Public Library. Other sponsorship opportunities include dressing rooms, the multi-purpose program room, an outdoor courtyard and other internal features.
The community arena will have an additional memorial naming aspect in honour of fallen Edmonton Police Service constable and Spruce Grove resident Brett Ryan, which was announced by the City earlier this year.
The City is inviting EOI submissions for consideration by June 28, 2024. However, the EOI timeline remains open-ended to provide businesses and organizations the opportunity to submit their interest when ready to engage.
Details on the naming rights sponsorship opportunities and how to submit an expression of interest can be found in the City’s Expression of Interest (EOI) . Questions regarding this EOI may be submitted by email to Judy Haber, Founder, Performance Sponsorship Group (PSG) at: jhaber@performancesponsorship.com
Media Release – October 3, 2023
Sunny Life Recreation and Wellness Centre sponsors named
CAMPBELLFORD — Members of the Municipality of Trent Hills and naming partners gathered at the entrance to the new Sunny Life Recreation and Wellness Centre on Seymour Quarry Rd, Campbellford, to announce the sponsors who have come forward to help make the Centre a better place. To date over $1.3 million has been raised through the generous support of these businesses.
The new 64,000 square foot multi-use recreation facility features an ice pad, aquatic centre, fitness centre and a variety of health and wellness programming to be delivered by YMCA Northumberland.
The following sponsors were named at the gathering:
Sunny Life Property Corp. – Overall Naming Rights Partner
Behan Construction Ltd. – Aquatics Centre Naming Rights Sponsor
Campbellford Wholesale – Arena Naming Rights Sponsor
MacLaren IDA Pharmacy – Conditioning Centre/Gym Naming Rights Sponsor
Min-Tech Inc. – Multi-Purpose Room Naming Rights Sponsor
Canadian Tire – Ice Resurfacer Naming Rights Sponsor
Rudra Group (SUBWAY and Chicken Kingdom) – Score Clock Naming Rights Sponsor
D&K Home Services by Enercare – Water Filling Stations Naming Rights Sponsor
Bennett’s Furniture and Mattresses – Arena Viewing Area Naming Rights Sponsor
Ashley Tinney-Fischer Professional Corporation – Aquatics Centre Viewing Area Naming Rights Sponsor
Empire Cheese Co-operative – Home Penalty Box Naming Rights Sponsor
Village Paint & Paper – Home Player’s Bench Naming Rights Sponsor
Dooher’s Bakery – Visitor Penalty Box Naming Rights Sponsor
“We are so appreciative of our sponsors. I continue to be amazed by our businesses and their capacity for community building. Through their financial support of this recreation and wellness project, they are positively contributing to the future of Trent Hills and the health of our community,” said Mayor Bob Crate.
Ashley Tinney-Fisher said, “I wanted to help with this project because of the good it will do for Trent Hills. Keeping our community active will keep our community healthy. I also have children who will benefit from having this facility so close to home.”
Adrienne Towns had similar views. “I have young colts (the name of the hockey teams in Campbellford) and they are looking forward to skating on this ice pad. It is also a wonderful addition to the services that the community can offer to residents and hopefully it will help to attract more businesses and people to the area.”
There remain a number of sponsorship opportunities available in the Sunny Life Recreation and Wellness Centre. To inquire please contact Judy Haber of Performance Sponsorship Group at (416) 399-4600.
Media Release – May 15, 2023
Campbellford, ON (May 15, 2023) – The new Recreation and Wellness Centre has been officially named the Sunny Life Recreation and Wellness Centre.
On May 9, 2023 Council approved a Naming Rights Agreement with Sunny Life Properties Inc. This Northumberland County based property development company with two active developments in Campbellford has entered into a 15 year agreement to secure naming rights to the new facility.
“We are pleased to be given an opportunity to support the community. We look forward to our future in Trent Hills as the Naming Rights partner for the Sunny Life Recreation and Wellness Centre” said Sunny Life Director Narisu Huhe.
The new 64,000 square foot multi-use recreation facility features an ice pad, aquatic centre, fitness centre and a variety of health and wellness programming to be delivered by YMCA Northumberland.
I want to thank Sunny Life Properties Inc. for coming forward with this sponsorship and investing in our community,” said Mayor Bob Crate. “With the support of Sunny Life Properties this new facility is one step closer to being completely funded. We are very pleased with this partnership and excited to open the Sunny Life Recreation and Wellness Centre to our residents.”
The Sunny Life Recreation and Wellness Centre is located on Seymour Quarry Road just south of Campbellford. This new facility is currently being constructed and is expected to be completed by the fall of 2024.
The City of kenora – February 2023
The Calgary Herald – June 2022
Calgary’s Repsol Centre gets new name: MNP Community & Sport Centre
Author of the article: Jason Herring, May 18, 2022
An iconic inner-city Calgary sports facility is getting another new moniker.
The Repsol Centre in Lindsay Park will now be named the MNP Community & Sport Centre, after Calgary-based professional accounting firm MNP obtained naming rights to the building.
It’s a 10-year deal, with an option to renew at the end of that term. The involved parties declined to disclose the dollar figure attached to the deal.
Jeff Booke is the CEO of the Lindsay Park Sports Society, the non-profit that manages the facility. He said the investment will help contribute to expansion plans for the city-owned sporting complex.
“With this new name comes resources as well,” Booke told Postmedia on Wednesday, after the renaming announcement.
“It’s the commitment to the community and growing the centre and its programs, and serving more people.”
In a news release, MNP said the agreement reflects their optimism for Calgary’s economic direction.
The newly renamed centre, at 2225 Macleod Tr. S.E., first opened its doors in 1983 and sports a distinct white roof, with almost two hectares of fabric draped over an arch.
This marks the fourth name in the building’s nearly 40-year history.
It was first known as the Lindsay Park Sports Centre, before Talisman Energy Inc. bought naming rights to the facility for 20 years in a $10-million deal.
The Talisman Centre became the Repsol Centre in 2016, after Spain’s Repsol S.A. acquired Talisman Energy in a $13-billion takeover.
The Sponsorship Report – November 2021
Paragon Soil & Environmental Consulting Inc. official Name Sponsor
Landscaping and grading at Devon’s new ball diamond development west of HWY 60 is now underway, with construction of the new diamonds slated to begin this summer.
The new diamond development will feature 5 ball diamonds in total with 4 275’ diamonds for slo-pitch and 1 larger 350’ diamond for baseball. An informal camping area is also in the plan with space for approximately 35 trailers at the new site.
Construction of the new diamonds is expected to be completed this fall.
Name Sponsor – Paragon Soil & Environmental Consulting Inc.
The Town is excited to announce that Paragon Soil & Environmental Consulting Inc. has signed a 10-year deal to be the naming rights sponsor for the new ball diamonds.
“We are thrilled that Paragon Soil & Environmental Consulting Inc. has committed to join us as the name sponsor at our new ball diamonds for at least the next 10 years,” said Ray Ralph, Mayor for the Town of Devon. “Thank you to Mr. Waterman and his family for diving into this partnership with us. We look forward to seeing you play at the new diamonds in 2022.”
“Paragon is very proud to partner with the Town of Devon on the new ball diamonds. As area residents who shop and play in and around Devon, my family is excited to see the new development underway,“ said Lee Waterman, President of Paragon Soil & Environmental Consulting. “We’re eager to support this important community facility and look forward to continuing working with the Town for years to come.”
The Sponsorship Report – October 2021
GFL Environmental Inc. signed on as naming rights sponsor for expanded facility
Devon’s recreation facility expansion project is now one step closer as Council awarded Bird Construction Group Ltd. the contract for Construction Management Services of the facility at their June 14, 2021, Council Meeting.
Bird Construction Group Ltd. will now work with both the Town and TBD Architecture & Urban Planning to determine concrete pricing for the facility expansion, which will then be brought back to Council for a final decision later this summer.
Name Sponsor Announced – GFL Environmental Inc.
The Town is excited to announce that GFL Environmental Inc. has signed a 10-year contract as naming rights sponsor of the new recreation facility.
“Support from our residents and businesses for the recreation facility expansion has been incredible and we will continue to do our part to ensure that this project proceeds as long as it is fiscally viable for our community,” said Ray Ralph, Mayor for the Town of Devon. “Sponsorship is an important piece towards making this facility a reality and we are so excited to see GFL Environmental Inc., a long-time service provider for our community, commit for at least the next 10-years as naming rights sponsor for the facility.”
The Sponsorship Report – September 2021
Businesses support the Muskoka Lumber Community Centre through naming rights –
Six come forward to sign on for rights
Muskoka businesses and community supporters, including Fowler Construction, Muskoka Leon’s, Quemby Electric, Hoos Law, Sifft Electric and Muskoka Rock, are providing multi-year funding for naming rights to facilities and amenities in the new Muskoka Lumber Community Centre to support construction of the transformational community facility.
“We have a vibrant and committed business community in Bracebridge that has been incredibly supportive of this project,” stated Mayor Graydon Smith. “Businesses in Bracebridge understand the importance of the healthy lifestyles residents and visitors will experience when they are able to use our amazing new facility. My sincere thanks on behalf of our community.”
The approximately 126,680-square-foot community centre includes a 1,000-seat arena, modern public library, community auditorium, indoor multi-sport field house, common lobby, 330 parking stalls, outdoor play spaces, trails and an area retained for a future second arena to accommodate the community’s growth projections.
Funding for new naming rights to facilities and amenities in the Muskoka Lumber Community Centre are:
- Fowler Construction is providing a $250,000 discount on site, enabling works for naming rights to the arena ice re-surfacer.
- Muskoka Leon’s will contribute $10,000 annually, over the next 10 years, and the town will purchase, at competitive pricing, furniture, fixtures and equipment in the amount of $100,000 for naming rights to the auditorium.
- Muskoka Rock will contribute $33,810 of in-kind rocks and $96,190 for a total cumulative sum of $130,000, over the next 20 years, for naming rights to the outdoor courtyard.
- Quemby Electric will contribute $30,000, over the next five years, for naming rights to the score clock in the Muskoka Lumber Arena.
- Sifft Electric will contribute $35,000, over the next 10 years, for naming rights to the water fill stations in the lobby of the Muskoka Lumber Community Centre.
- Hoos Law will contribute $35,000, over the next 15 years, for naming rights to one team room in the Muskoka Lumber Arena.
Related content
- Fowler awarded $4.5-million contract for site enabling work on Bracebridge community centre
- Future Bracebridge community centre to be named after Muskoka business
- Excitement grows with news Bracebridge community centre will be built in one phase
- The accessible spaces will support present and future needs for community engagement. Individuals and families can participate in health, wellness, sport, recreation, learning, personal development, and culture and entertainment activities. The indoor and outdoor common areas encourage both active and passive participation, as well as safe spaces for interacting, mixing and meeting.
This announcement comes on the heels of the province’s decision on June 28 to provide over $16.8 million in funding and Muskoka Lumber’s commitment of funding in the amount of $100,000 per year for 20 years.
Regular project updates are provided by the town as work on the Muskoka Lumber Community Centre continues. For further information on the Muskoka Lumber Community Centre Project, please visit the Town of Bracebridge website.
The Sponsorship Report – May 15, 2020
Naming rights: the domino effect
With a second naming rights sale in the Ontario Municipality of Leamington, Performance Sponsorship Group (PSG) Senior Partner Judy Haber has demonstrated that closing a naming deal in the midst of a global pandemic isn’t a fluke.
In the April 1, 2020 issue, TSR reported on PSG’s sale of naming rights to Leamington’s newly-constructed outdoor amphitheatre, a 10-year, high-six-figure deal. That alone would be a coup for a town of 28,000 in the best of times. But on May 13, Leamington and PSG announced a second sale, with the Leamington Kinsmen Recreation Complex being renamed the Nature Fresh Farms Recreation Centre. The local Kinsmen Club willingly surrendered their naming rights to benefit the municipality.
This one’s a low-seven-figure, 15-year deal, says Haber, and she expects there to be more.
The Nature Fresh Farms Recreation Centre is a multi-use complex with two named ice rinks, a pool, a gymnasium, racquetball and squash courts, an indoor track and various other fitness studios. The pool and fitness facilities went up in 1985, and the rinks were added in 2000.
What’s happening in Leamington suggests that naming rights may be pandemic-proof. That the venues are dark and are likely to remain dark for at least the short while is not relevant. Naming rights are strategic assets acquired with an eye on a distant horizon – years and often a decade or more away. For a brand seeking to make an impact on its local community, a venue naming makes an immediate statement of support when times are at their worst and expresses confidence that things will get better.
There’s also a domino effect that follows the first sale. Like Mastronardi Produce, the company whose Sunset brand now names Leamington’s amphitheatre, Nature Fresh Farms is a large, locally-owned agribusiness. Haber says that when selling naming rights to municipal assets, the most important sale is the first. Immediately, all other local brands will know that the inventory of prime assets has been reduced by one, and the list of prime assets is always short. There’s also a bit of FOMO – fear of missing out. Leamington is at the heart of Ontario greenhouse country. Agribusiness is big business, and much of it is privately held. Companies may not necessarily compete with each other for share of market, but they do for share of local heart. “These agricultural producers are not buying naming rights to sell more cucumbers,” says Haber.
Whether or not it’s the dominoes or FOMO, it’s not just a small town phenomenon, Haber says. She has used the same approach in larger municipalities, for instance where leading real estate developers have tripped over each other to secure naming rights to community hubs.
“Everyone’s looking over their shoulder to see what their competitors are doing,” she says. “And not just from a brand point-of-view, but bragging rights, because they want to be seen as good corporate citizens.” In an environment like that, the second sale is always easier than the first.
Media Release – May 12, 2020
Nature Fresh Farms Proudly Announces the Nature Fresh Farms Recreation Centre
On Tuesday, May 12, 2020, the Municipality of Leamington approved sponsorship and naming rights for Leamington’s recreational complex to Nature Fresh Farms Recreation Centre.
Nature Fresh Farms is a greenhouse grower with over 200 acres of greenhouse facilities. Growing in the Leamington community for the past 20 years, Nature Fresh Farms has become one of the largest independent, vertically integrated greenhouse vegetable farms in North America. Along with their new partnership with the Municipality of Leamington, the current Leamington Kinsmen Recreation Complex will now be named the Nature Fresh Farms Recreation Centre, helping to support the programs and activities offered at the complex.
The Sponsorship Report – April 1, 2020
In the midst of a pandemic, Leamington closes a naming rights deal
In the middle of what was arguably the worst week the world had endured in a century, the Ontario town of Leamington closed a six-figure naming rights deal.
It may be some time before people again congregate in numbers at Leamington’s recently completed outdoor amphitheatre located near the shores of Lake Erie in Seacliff Park. The venue features a covered stage, a concrete pad that seats 300, and capacity for another 5,700 on the surrounding grounds. When they do, they’ll be gathering at Sunset Stadium. Sunset is a national brand of Mastronardi Produce, a large family-owned local greenhouse operator.
Judy Haber of Performance Sponsorship Group, who brokered the sale, says the term is 10 years and the rights fee is in “the high six figures.”
And it happened over the course of a week. Haber says her first meeting with Mastronardi took place March 19. The deal was approved by municipal council on March 25 and announced publicly on March 26.
Mastronardi Produce is a fourth-generation local company that has stepped up before to support the community in a big way. When Heinz closed up shop in 2014 after more than a century of operation in Leamington, Mastronardi stepped in to keep alive the town’s mid-summer tomato festival, a seasonal highlight. Sunset titled the tomato festival in 2014 and 2015, after which it was supplanted by a broader food festival.
“Companies buy in municipalities because they care about their community,” Haber says. “The harder the times are for the community, and their employees and their families, the more inclined companies are going to be to support them.”
In this case, says Haber, “it’s not about return on investment or how much it was valued for when we did the valuation.” It’s about a genuine desire to support the community in a time of need, she says. If you approach the right person at the right time with the right offer, you can sell naming rights in the middle of a global pandemic. Haber says there were actually two offers on the table; the other offered the same fee, but sought naming rights in perpetuity.
Haber says she advised her client firmly against granting rights in perpetuity. It’s a decision that will haunt municipalities in future deals, she warns.
“Perpetuity is not a term that we use in sponsorship,” she says “Regardless of the times, we should never be in a position where we settle on terms or fees.” Negotiate, yes. Settle or compromise, never.
February 15, 2018
March 1, 2018
August 2018
April 28, 2018
