Posts Tagged ‘naming rights’

A Valuation is Good Business

I was once in negotiations with a potential Naming Right sponsor. I had completed a formal Valuation, so I knew what the opportunity was worth.  The amount of money the sponsor had offered was significantly below what the Valuation indicated. So, I asked “How did you come up with that figure? He responded that the […]

The Downside of the Re-Naming of the Air Canada Centre

On one hand, I’m pleased that MLSE was able to cement a deal for $800,000,000 with Scotiabank for the 20-year naming rights to the formerly named Air Canada Centre (ACC). The deal speaks volumes about the importance of connecting with existing or potential customers on their turf and legitimizes sponsorship as a vehicle to get […]

Naming Rights Need to be a Good Fit to Stick

Naming rights for municipal facilities are increasing significantly across the country. While it’s important to generate much-needed revenue, municipalities also need to consider the impact that the “fit” plays in community support for naming rights initiatives. Any new naming opportunity should: be easy to remember; be easy to say in a sentence; have some inherent […]

CEPSM In the News on Naming Rights

The Globe and Mail is reporting on the subject of naming rights in a series of 10 articles and managing partner, Bernie Colterman, has provided his perspective. How to maintain a legacy? Brand your buildings in perpetuity, all across Canada Perpetuity agreements are more common in commemorative namings where a sponsor or donor is recognized […]

Factors Affecting the Value of Naming Rights in Canada

I was speaking to a City Council in a major Canadian municipality recently about their sponsorship program. One Councilor asked if there were examples of what naming rights sold for in other towns and cities. My response was that it’s difficult to compare one municipality to another because there are so many factors that must […]