recentpopularlog in

jerryking : mlse   14

Toronto's Air Canada Centre to be renamed Scotiabank Arena in $800-million deal

Toronto's Air Canada Centre (ACC) is being renamed Scotiabank Arena in an $800-million deal over 20 years that marks one of the biggest investments in naming rights in North America.

The agreement announced on Tuesday by Bank of Nova Scotia and Maple Leaf Sports and Entertainment Ltd. (MLSE) is 10 times the annual $4-million Air Canada paid to attach its name to the home of the Toronto Maple Leafs, the Toronto Raptors and a number of A-list concerts and other events. Other recent naming deals for coveted sports venues in the United States have gone for significantly less. Last year, the NBA's Golden State Warriors agreed to name its new arena the Chase Centre, in a deal with JPMorgan Chase estimated at more than $300-million (U.S.) for 20 years, the largest at the time.

The play is Scotiabank's latest move to market itself as "Canada's hockey bank." Scotiabank sponsors community hockey clubs across the country, all seven Canadian NHL teams, and is the official bank of the NHL. To allow another company or even another bank to take top billing at one of Canada's premier venues would be to risk giving up Scotiabank's dominant position as a sponsor of hockey in Canada......The deal is also a representation of a boom in sponsorship spending in general, as marketers struggle to find new ways to reach consumers in an increasingly cluttered media environment.

Companies spent $1.98-billion on sponsorship fees in Canada last year, according to the most recent Canadian Sponsorship Landscape Study, conducted by Ohio University professor Norm O'Reilly in association with sports marketing firm T1. And "activations" that make people aware of those sponsorships, such as advertising, promotions and events, accounted for roughly another $1-billion. Those numbers have doubled in the past 10 years, according to the research.

Such deals are particularly important for what's known as "earned media" exposure – as opposed to "paid media" such as ads – because they mean that the sponsor's brand is baked in to coverage of everything happening at the venue. Media include the name in their coverage of teams and big-ticket matches; the brand appears in TV images of major events through permanent ads in and around the venues; on digital properties associated with bookings there; and the buildings themselves act as giant billboards. Contrast that with a media environment in which consumers are bombarded with digital, outdoor, print and broadcast ads, seemingly at every turn......MLSE will also benefit from Scotiabank's efforts to use digital and mobile technologies to communicate with the bank's customers – using its insights to connect to fans both at the rink and watching at home, Mr. Hopkinson said. The bank can also give MLSE access to its analytics team to assist in crunching large sets of data to better understand hockey fans, Mr. Doig said, and the deal will give MLSE a window into Scotiabank's Scene loyalty program, which has more than eight million members. Many of those are young people that the NHL has an interest in courting as future fans.
10x  Susan_Krashinsky  Jeff_Gray  MLSE  sports  naming  Scotiabank  Bay_Street  sponsorships  arenas  earned_media  paid_media 
august 2017 by jerryking
ESPN To Toronto: Your City Sucks For Sports, And You Deserve It
The Huffington Post Canada  |  By Ron Nurwisah
Posted: 09/27/2011

The teams lose because they don't have to win. The Leafs have so many people on the waiting list for season tickets that they don't take new names anymore; no matter what happens they have a 99 per cent renewal rate. Torontonians line up to pay tens of thousands of dollars to watch some of the most dreadful hockey played at a professional level.....Winning brings in more money, which is purportedly the only thing MLSE cares about. Based on a conservative estimate of $2-million in ticket sales per playoff game, every time the Leafs golf early, they’re denying their drooling bosses, at minimum, a 2.7 per cent boost in annual revenue. If they played 14 post-season home games and screwed the pooch in the final, as Vancouver did last year, they’d pull in an extra $28-million. And in the cap era, it wouldn’t cost them a dime more in player salaries to do so!
ESPN  Toronto  sports  MLSE  Toronto_Maple_Leafs  engagement  fans  fan_engagement 
april 2016 by jerryking
Bell Canada acquires Raptors’ behind-the-scenes show, Open Gym - The Globe and Mail
The Globe and Mail
Published Sunday, Nov. 30 2014

Most major networks have launched mobile apps that stream live and on-demand content from dozens of channels, such as CTV, Global and Sports-net. Rogers Media Inc. president Keith Pelley said earlier this year that streaming TV to mobile devices is now “table stakes” for the industry, and predicted every network will be available on every platform within a few years.
mobile_applications  Bell_Canada  Toronto_Raptors  sports  basketball  MLSE  Bell_Media  Sportsnet 
december 2014 by jerryking
Replacing MLSE CEO Tim Leiweke will not be an easy task - The Globe and Mail
The Globe and Mail
Published Thursday, Aug. 21 2014
Tim_Leiweke  MLSE  CEOs 
august 2014 by jerryking
MLSE looking for new CEO after Leiweke confirms plans to leave - The Globe and Mail
TORONTO — The Canadian Press
Published Thursday, Aug. 21 2014,
CEOs  MLSE  Tim_Leiweke  departures 
august 2014 by jerryking
Kelly: The future looks bleak for MLSE – and all its teams -
Aug. 21 2014 | The Globe and Mail |CATHAL KELLY.

After a couple of days of pointedly time-sensitive denials, the news that Tim Leiweke is leaving as president and CEO of Maple Leaf Sports and Entertainment...Mr. Leiweke brought two things that cannot be pulled from the air by a new CEO, regardless of how competent – connections and a single-minded drive to put his personal stamp on every part of a business.
Tim_Leiweke  Toronto_Maple_Leafs  CEOs  MLSE  Drake  managing_up  sports  Cathal_Kelly  entertainment 
august 2014 by jerryking
MLSE hires Tim Leiweke as president, CEO -
April 27, 2013 | The Globe and Mail | David Shoalts
sports  MLSE  appointments  CEOs  Tim_Leiweke 
may 2013 by jerryking
New MLSE boss the man with a basketball plan? - The Globe and Mail
Apr. 26 2013 |The Globe and Mail | Jeff Blair


MLSE  basketball  appointments  entertainment  sports  CEOs 
may 2013 by jerryking
Maple Leaf Sports and Entertainment: ‘We are hitting the reset button’ - The Globe and Mail

The Globe and Mail

Published Saturday, Jan. 12 2013
turnarounds  MLSE  BCE  Rogers 
january 2013 by jerryking
How the MLSE deal was done - The Globe and Mail
grant robertson, tara perkins, rita trichur AND jacquie mcnish
TORONTO— From Saturday's Globe and Mail
Published Friday, Dec. 09, 2011
MLSE  Bell_Canada  Rogers 
december 2011 by jerryking
Maple Leaf Sports plans broadcast gamble
Nov 27 2011 | | By Rick Westhead

Pedestrians walk past the Maple Leaf Sports and Entertainment office in Toronto. The company is taking a gamble on a regional sports channel that would show Leafs, Raptors and Toronto FC games.

Pedestrians walk past the Maple Leaf Sports and Entertainment office in Toronto. The company is taking a gamble on a regional sports channel that would show Leafs, Raptors and Toronto FC games.
MLSE  broadcasting 
november 2011 by jerryking

Copy this bookmark:

to read