New naming rights agreement for one of the GTA’s largest sports and entertainment complexes commences this spring
BRAMPTON, ON (MARCH 22, 2018) – Realstar Group, one of Canada’s leading real estate investment and management enterprises, is proud to announce a new 10-year sponsorship agreement with CAA South Central Ontario (CAA SCO) that includes transferring the naming rights of Brampton’s landmark 5,000-seat arena. It is expected that the rebranding transition from Powerade Centre to CAA Centre will be completed by late Spring 2018.
Built in 1998, the multi-purpose arena has become the city’s sports and culture hub, hosting hundreds of events each year including major sporting events, headlining concerts and trade shows, and is the home of ECHL’s Brampton Beast Hockey Club.
“On behalf of the City and my colleagues on the Council, we welcome CAA’s investment in Brampton. We look forward to many years of working together to bring Bramptonians exciting sporting and cultural experiences,” said Brampton Mayor Linda Jeffrey. “This arena has been a visible landmark to the Brampton community and surrounding area. It has hosted and supported local sports teams and significant cultural events that showcase the wonderful diversity of our vibrant city.”
CAA recently made a significant investment to relocate and renovate its Brampton retail store, located at 215 Delta Park Blvd, and the new CAA Centre, builds on that established community presence.
The CAA Centre is part of a strategy to provide the 56 million CAA and AAA members across North America with increased access to cultural experiences and benefits beyond roadside assistance.
As part of the deal, CAA members will gain access to special offers, events and unique experiences at the Centre.
“We are thrilled that CAA’s name will appear on this iconic building for the next 10 years,” said Rhonda English, chief marketing officer, CAA SCO. “We are dedicated to bringing our members value and have made it a priority to invest in their communities.”
“Sports and entertainment venues are the epicentre of a community, so it was important for us to find a partner understanding of the fabric of such a diverse and lively city as Brampton,” said Jonas Prince, Chairman, Realstar Group. “With CAA we have found a dedicated and collaborative partner interested in building a synergistic relationship with our many stakeholders.”
Coca Cola held the naming rights to the arena since 2005. In advance of the official transition date, the centre will begin to update signage, websites and other facility assets to help residents, local sports clubs, transportation agencies and event promoters adjust to a new name.