OHL Arena Naming Rights

A few years ago I wrote a post looking at the naming rights deals from across the league.
I have updated that as we have a few new names on OHL arena's since I last posted and this would be a nice time with deals coming up in Guelph, London and Erie over the next 2 years.

Deals range anywhere from $640,000 a year (London) to just under $44,000 a year (Sarnia) most deals come in at 10 years but there are a few exceptions to that and more are being seen to have inflation escalators attached to them.

Below is the total value of each teams Naming Rights deal (excluding option years)

Kingston has a great deal currently with Leon's which pays it north of $250,00 a year. It is also only 5 years and comes with an option for an additional 5. The option years however come with inflation escalators based on the CPI that would push the yearly value higher if triggered.

Currently 7 OHL cities have naming rights deals worth more than $200,000 a year. Only 3 are below $100,000 although 2 of those have been signed in the last 4 years

I go into more details on each team below. I hope you enjoy.

Teams

Barrie Colts - Sadlon Arena
Year signed 2019
Term - 10 years
Total Value - $1,701,210
Source

Approved this past November Paul Sadlon Motors won the naming rights after Molson Breweries declined to extend their partnership with the city of Barrie. Barrie took their time in finding a company to partner with and the wait seemed to work out for them as they come away with a very good deal when compared to the one signed recently by the Sault Ste. Marie Greyhounds. This deal also compares favorably to the one signed by the Windsor Spitfires.

Erie Otters - Erie Insurance Arena
Source
Year signed 2012
Term - years
Total Value - $3,000,000 USD

Erie as with their American counter parts in Saginaw have a very nice naming rights deal. It should be noted that these arena's aren't your typical OHL arenas. Both are larger regional centers and the Erie Insurance Arena is also home to the Erie Bayhawks of the NBA G League. The G League teams however seem to relocate quite frequently out of Erie and the most recent incarnation has plans of moving to Alabama by 2022.

It helps having a major business having its headquarters in Erie. The naming rights for the Arena will be coming up for renewal in the very near future.


Guelph Storm - Sleeman's Centre
Source
Year Signed 2007
Term - 13 years
Total Value - $1,200,000

The naming rights for the Storm's arena will be coming up soon. One thing I can almost surely guarantee is that the length of the deal will be shorter. The original 13 year deal signed by Sleemans was not only longer than most but it was at quite a discount compared to the naming rights of other facilities in Ontario.

Hamilton Bulldogs - First Ontario Credit Union
Year Signed - 2014
Term 10 Years
Total Value
Source

Kingston Frontenacs - Leon's Centre
Year Signed 2018
Term - 5 years with an option for 5 more
Total Value - $1,287,500* (inflation escalators increase the value of this deal)
Source
The city moved on from the K-Rock Centre when the signed a 5 year deal with Leon's for the naming rights to their entertainment facility. The deal comes with inflation escalators and has an option for an additional 5 years tacked on the back of it.

London Knights - Budweiser Gardens
Year Signed - 2012
Term - 10 years
Total Value - $6,400,000
Source

The Budweiser Garderns is one of the busier faciliteis in Ontario. Its centralized location in Southwestern Ontario and the fact that London is one of the larger OHL centers allows it have the highest naming rights deal.

When they negotiated their previous deal with Labatts when the name changed their deal increased by 28%. I am not sure if they will be able to increase this by 28% but I imagine a deal north of 700k a year is attainable for the city of London.

Niagara Ice Dogs - Meridian Centre
Year Signed 2014
Term - 15 Years with an option for a further 10
Value $3,000,000 ($5,200,000 if option is exercised)
Source

One of the higher deals in terms of total value but the length of the deal limits its present value when compared to others. That said the yearly amount of $200,000 is the 7th highest in the league (5th highest among OHL based franchises). Should also note that the option for an additional 10 years comes with escalators that would make the options years worth approx $223,000 a year.

This is however a great deal for Meridian Credit Union as already 2 deals (in similar markets) since this signing have come in at greater than 25% of what they paid.

St Catharines Standard scribe Doug Herod tried to get this place called "The Vault" after the name was release. It is a shame it didnt stick. "The Ice Dogs lock up another home win here at The Vault" Just rolls off the tongue.

Oshawa Generals - Tributes Communities Centre
Year Signed - 2017
Term - 10 years
Total Value - $2,500,000
Source

A special thank you to the Oshawa Express for filing a FOI request to get the details of this uncovered. They weren't available the last time I did this post and I wish someone would do the same thing in Mississauga but I digress.

The deal expires in August of 2026 and in that year the city of Oshawa will receive $208,344. Some might ask, what is Tributes Communities? It is a housing development company that builds houses in the East GTA. The only company of that type to have a naming rights deal in an OHL city.
Saginaw Spirit

Sarnia Sting - Progressive Auto Sales Arena
Year Signed - 2016
Term - 10 years
Total Value - $434,415
Source

Not only is the by far the lowest naming rights deal in the OHL (and by a fair margin) But the dealership that won the bidding rights come away with more than $30,000 in benefits. The deal works out for the Sting however as they recieve north of $19,000 annually from this deal. Not all OHL teams get a piece of the naming rights pie.

Sault Ste. Marie Greyhounds - GFL Memorial Gardens
Year Signed 2018
Term - 10 years
Value - $750,000
Source

Affectionately known as the Dumpster by opposing OHL fans due to it being named after garbage company it is one of only 2 deals in the OHL whose value falls under $1,000,000. I have recently applied for a job with the city of SSM so I will not comment further on this deal.

Windsor Spitfires - WFCU Centre
Year Signed - 2019
Term - 10 years
Value - $1,806,523
Source

The Windsor Family Credit Union renewed their agreement with the city of Windsor. Extending for a further 10 years till 2028. Years 6-10 of the deal come with inflation escalators based on the CPI.

The deal seems to be working out quite well for WFCU as they parlayed this into a partnership with the OHL and became the official credit union of the league. They are one of 3 credit unions to have their names on OHL arena's

Excluded

Flint Firebirds - Dort Federal Credit Union

Could not find any financial details surrounding the naming rights of this arena.

Mississauga Steelheads - Paramount Fine Foods Centre
Year Signed 2018
Term - 10 years
Value - Unknown

Finanical details around this are unknown however it does come with additional naming rights with the community rinks, sportszone and sports fields near by.

Based on its location right beside a busy highway where traffic always moves at a snails pass and the fact that it is also home to the 905 Raptors I would imagine this deal is north of what Budweiser pays London and could be pushing 7 figures.

The only definitive numbers I have ever gotten on this arena is the original deal Hersheys signed. That was valued at $180,000 a year. Hershey renewed once after that. I received the original numbers from the feasibility study done on what is now the Meridian Centre.

Ottawa 67s - TD Place Arena

This deal is worth 7 figures but it also comes with the naming rights to the football stadium. Being home to the Ottawa Renegades and with the viewership numbers the CFL gets on TSN it is no surprise the deal is worth that much. Little of the value however comes from the arena which is why I did not include it with the others.

No Naming Rights

Kitchener Rangers - Kitchener Memorial Auditorium

The Rangers currently play in the oldest arena in the OHL and it has been 8 years since their most recent major renovations. That said to learn more Josh Brown is currently doing a 3 part series on the Arena and the need for a new one.

North Bay Battalion - North Bay Memorial Gardens

Built in 1955 the arena underwent renovations of over 12 million dollars prior to the arrival of the Battalion. North Bay could likely use a newer modern arena but with attendance the way it is, it would hard to see an appetite for such an expenditure by local government.

Owen Sound Attack - Harry Lumley Bayshore Community Centre

One of the oldest rinks in the OHL at 36 years, it was last renovated in 2002. There have been no talks about building a new arena although as of right now there doesnt seem to be much of a need as it gets the job done for the city of Owen Sound.

Peterborough Petes - Peterborough Memorial Centre
Currently in the (Enter Arena Name) but the 2020 goals for Peterborough city council include making progress on a new potentially $85 million dollar arena. Would would have to imagine that with a new arena that naming rights would be explored just for the additional revenue stream to pay of the debt associated with construction.

Sudbury Wolves - Sudbury Arena

Sudbury was in the process of having a new arena built but that has been delayed. Would not be surprised to see a company like Northern Ontario Credit Union step up for the naming rights of the Arena in Sudbury if it is to ever get beyond its current court delays.