On June 17th, the Ottawa Senators announced a new naming rights deal with Canadian Tire for the soon-to-expire Scotiabank Place agreement. The complexity of the eight-year deal (with 10 year renewal option) really illustrates how sponsorship activation is playing centrestage vs. the traditional “let’s just put a sign on the building” approach.
The new arena deal (Canadian Tire Place) will be used to promote more than just the flagship brand. It will also involve other companies under the Canadian Tire umbrella. Activation elements planned as part of the naming rights agreement include:
- One restaurant in the facility will be renamed the Sport Chek Sports Pub and Grill;
- The 800 arena staff members will [...]