It's been called the “Essar Centre” for years, but that deal is ending and the arena in Sault Ste. Marie is now accepting proposals and bids for new naming rights.
While there is opportunity for a new sponsor, there may be challenges associated with finding interested parties willing to pay for the re-branding of the nearly 5,000 seat sports and entertainment centre.
"We're hoping for a ten-year deal. Again, we're open to different offers and bids coming in, but we would imagine a lot of organizations would want to get a ten-year deal and maximize the timeframe, as well as just the investment with signage and everything else with the arena." said City of Sault Ste. Marie’s Deputy Chief Administrative Officer Tom Vair.
Prior to being called the Essar Centre, the home of the Soo Greyhounds was sponsored by Steelback Brewery. However, financial issues ended that relationship. For that reason, the city is looking to receive sponsorship money up front, similar to the deal it had with Essar.
“We've already had some people call us saying they were interested in the potential for the arena. So we're certainly out there pro-actively talking to folks about promoting this opportunity and making sure people are aware of it, but we have already received interest." said Vair.
The CAO says it’s the city’s preference to adopt a former name as part of any new deal. For more than 50 years, the previous facility on the same site was called the “Memorial Gardens,” and city staff may look to include the word “Memorial” into the title of any new corporate name.
