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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 NAMING RIGHTS AGREEMENT BETWEEN
SONY CANADA AND THE HUMMINGBIRD CENTRE
Venue To Be Re-Named “Sony Centre”
July 17, 2007
Toronto, ON – Wakeham & Associates Marketing, Inc. (WAM) is pleased to announce that it has successfully brokered a naming rights sponsorship agreement between Sony of Canada Limited and the Hummingbird Centre for the Performing Arts. The venue will be known as “Sony Centre”. The $10 million agreement is for a 20-year term.
“We are happy to have been selected by the Hummingbird Centre to secure a naming rights sponsor for the theatre as well as the exciting new Cultural Centre being built on the adjacent site. We think that Sony is a very exciting partner for the Centre, and they will help to transform a historic theatre into a state-of-the-art entertainment destination of international significance”, said Hugh Wakeham, President of WAM.
“Wakeham & Associates Marketing packaged the naming rights opportunities for the Hummingbird Centre theatre and took them to market on our behalf. They brought us Sony, and we could not be happier with the partnership. WAM are the pros in the world of venue naming rights, and we couldn’t have done it without them” said Dan Brambilla, CEO of the Centre.
“This agreement will allow the theatre to undergo a complete interior renovation both esthetically and technologically commencing in July, 2008. When the theatre reopens in September 2009, patrons will witness the transformation of the 47 year old historic venue into a multimedia, highly versatile theatre and concert venue, the likes of which has never been seen in Canada”, said Brambilla.
WAM was also responsible for brokering the naming rights for two other theatrical venues on Toronto’s Yonge Street – the Canon Theatre and the Panasonic Theatre.