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WAM works with corporations to assess, develop and leverage sponsorship marketing programs in order to meet strategic business objectives.
WAM works with organizations seeking corporate sponsors (referred to as ‘Properties’) to maximize their revenue potential through effective marketing alliances.
Wakeham + Associates Marketing, Inc. Announces New Naming Rights Agreement for the Former Powerade Centre, Brampton, ON
March 22, 2018 - Toronto, ON – Wakeham + Associates Marketing, Inc. (WAM) is pleased to announce that it has secured a naming rights agreement with CAA Club Group for the former the Powerade Centre in Brampton, ON on behalf of its owner operator, Realstar Group. The multi-million-dollar agreement is for a ten-year term. The facility will be named CAA Centre.
WAM was responsible for establishing a strategic plan and sponsorship valuation for the naming rights associated with the facility, conducting the naming rights sales campaign, and negotiating the agreement. 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.”
Hugh Wakeham, President of Wakeham + Associates Marketing, Inc. said, “We are pleased to have secured CAA Club Group as the naming rights partner for the former Powerade Centre. We look forward to helping them to activate their partnership and create special offers for their 2 million members in the south-central Ontario area. The CAA Centre serves the Greater Toronto Area and is one of Canada’s most utilized sports and entertainment facilities with 1.2 million annual visitors."
The naming rights agreement includes a package of marketing and hospitality benefits as well as special offers for CAA members and holders of CAA Mastercard cards.
“The naming rights for CAA Centre represents the sixteenth naming rights agreement secured by our agency in Southern Ontario. We are very proud of this achievement”, said Wakeham.
About CAA Club Group
CAA Club Group (dba CAA South Central Ontario) is the largest Canadian Automobile Association club with over 2 million Members in its territory. CAA Club is a not-for-profit auto club offering Roadside Assistance, automotive services, Travel, Home and Auto Insurance and Travel Medical Insurance. For more than 100 years, CAA Club has been an innovative leader committed to meeting and exceeding the needs of Canada's motoring and travelling public.
CAA is a federation of nine affiliated automobile clubs. Each CAA club is an independent, not-for-profit organization, chartered and incorporated in its own province and controlled by its own Board of Directors. CAA is affiliated with the American Automobile Association.
About Powerade Centre
One of the busiest multi-sport and entertainment facilities in Canada, the Powerade Centre serves the Greater Toronto Area (GTA) for recreational ice sports, baseball, rugby, Kabbadi, paintball, and ball hockey. It also hosts professional hockey, and spectator concerts and events of all kinds. Located in Brampton, ON, the Powerade Centre has over 1.2 million visitors per year. The facility has four ice rinks including one spectator arena and three community arenas. The Spectator Arena has seating for over 5,000 and flexible floor space to accommodate nearly any event imaginable. It has been host to musical acts, sporting events, trade shows and more. It has hosted the Memorial Cup, Russell Peters, Weezer, and other world class musical and sporting events. It is also the home to the most exciting, entertaining and important South East Asian Programming in the entire region such as Diwali Mela and Teeyan Da Mela, as well as numerous concerts such as those by Asha Bhosle and Diljit Dosanjh. The Beast Hockey Team is featured at the spectator arena, and the team offers the most exciting, entertaining pro-hockey in the region. The only ECHL team in Canada, the Brampton Beast attracts large, noisy crowds. The community rinks are constantly buzzing with participants and spectators of all demographics. Massive hockey organizations such as True North Hockey (second largest adult hockey league in the GTA), Brampton Minor Hockey (second largest youth hockey organization in Canada), and other youth hockey leagues call the Centre’s community rinks home. Powerade Centre has significant exposure with signs on Highway 410 generating 71 million impressions annually, and signs on Highway 407 generating 39 million impressions per year.
About Brampton, ON
Brampton is located in the Greater Toronto Area and the seat of Peel Region in Ontario, Canada. The city has a population of 593,638 as of the Canada 2016 Census. Brampton is Canada's ninth-most populous municipality and the third most populous city in the Greater Golden Horseshoe Region, behind Toronto and Mississauga. Demographics of Brampton reflect the multicultural nature of the region, with 67% of the population being a visible minority. Over 39% of the population is South Asian. Young families make up the bulk of households.
About Wakeham + Associates Marketing, Inc.
Wakeham + Associates Marketing, Inc. (WAM) is a subsidiary of Sponsorship Marketing Group, LLC of southern California. It provides sponsorship marketing services to corporations and selected properties across North America. Its focus is on providing strategic sponsorship planning and valuation services and naming rights sales for public assembly venues.
WAM has secured sixteen naming rights partnerships across the southern Ontario region including:
- Toronto –
- Sony Centre for the Performing Arts
- Direct Energy Centre
- Enercare Centre
- Allstream Centre
- Beanfield Centre
- The former Canon Theatre
- The former Panasonic Theatre
- Ottawa –
- Shaw Centre
- Kingston –
- Rogers K-Rock Centre
- Invista Centre
- Rona Rink
- Swish Rink
- Ambassador Hotel Rink
- Kingston Whig-Standard Rink
- Niagara Falls –
- Scotiabank Convention Centre
- Brampton –
- CAA Centre