I was speaking to a City Council in a major municipality recently about their sponsorship program and one Councilor asked if there were examples of what naming rights sold for in other towns/cities. My response was that it’s difficult to compare one municipality to another because there are so many factors that must be considered when establishing the value of naming rights fees.

While we do have a good handle on average pricing fees for various facilities across Canada, our research shows that there is no set standard on who pays how much for how long and under what terms. A further analysis of naming rights deals across the country […]