Scotiabank scores naming rights to Canada’s busiest arena

air canada centre

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“The Hangar” set to become “The Branch”

On Tuesday, MLSE and Scotiabank announced a new 20-year naming rights deal that will see Air Canada Centre renamed Scotiabank Arena next summer. The deal is reportedly worth $800-million, representing a 10x increase from the $4-million per year that Air Canada was previously paying MLSE. The agreement becomes one of the richest deals in sports, and tops Chase Bank’s $30-million sponsorship with Madison Square Garden, although not by much when adjusted for today’s exchange rate. However, Chase Bank’s deal involves not only MSG, but also Radio City and other venues, making MLSE’s deal look more impressive. The Air Canada Centre is the busiest arena in Canada, and the 9th busiest in North America.

Back by popular demand

After a 3-1/2 year stint south of the border with Fox Sports, Jay Onrait and Dan O’Toole make their anticipated return to TSN at 12am ET/9pm PT starting September 4th. Since the announcement back in March, some of Canada’s biggest brands have teamed up with the popular duo. In July, Tim Hortons was named title sponsor of TSN’s new daily original series SC with Jay and Dan, while Coors Light will be the title sponsor of the Jay and Dan Podcast. Based on the amount of hype from TSN leading up to Jay and Dan’s return, it looks like the network is betting big on the pair being the “white knight” they need to boost ratings in the face of Sportsnet controlling national NHL and Blue Jays coverage.

7-Eleven enters the Octagon

Earlier this week, 7-Eleven became the first-ever “Official Convenience Store” of the UFC throughout the United States and Canada. While 7-Eleven has had sponsorships with sports teams in the past at the local and regional level, this is the company’s first national deal with a sports property. Under the terms of the agreement, all 7-Eleven locations in the US and Canada (there are nearly 500 stores in Canada according to Wikipedia), will participate in UFC promotions. The two brands will launch their first joint promotion, a peel-to-win Big Gulp sweepstakes, on September 1st.


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Sports Business Canada

Covering the top stories at the intersection of sports and business in Canada.