Background – An aquatic centre and field house was built at the University of Toronto – Scarborough Campus for the Toronto 2015 Pan Am Games. Post-Games, the venue will be jointly operated by the University of Toronto and the City of Toronto. The venue consists of two Olympic-sized pools, a diving tank, fitness facilities, and courts for basketball, volleyball or other uses.
Client Objectives – The clients on this project were the University of Toronto and the City of Toronto. They wanted to establish a clear understanding of the value of the naming rights associated with the venue so that they could begin with their post-Games operational financial planning.
Solutions – WAM interviewed stakeholders at the University of Toronto and the City of Toronto’s Parks and Recreation department as well as over 30 amateur sport organizations who would become regular presenters of events at the facility. The exercise allowed for an understanding of the value that each user would bring to the overall marketing benefits that a naming rights partner would achieve at the facility over a ten year term. The report also offered a market analysis, a review of comparables, and a strategic plan for the sponsorship campaign.
Results – The valuation was presented to the University of Toronto and the City of Toronto, and was very well received. The strategic plan will form the blueprint for their naming rights campaign.