Premium Naming Rights Opportunity – Request for Proposal


PA Sports Centre Inc. in conjunction with Cosmos Sports are formally announcing that the naming rights opportunity for the multi-sport and entertainment complex currently known as the Powerade Centre is moving into the RFP stage.


The Powerade Centre is located on Kennedy Road and sits at the intersection of highways 410 and 407. The facility is situated in the heart of the Region of Peel bordering Mississauga and Brampton.

By placing its name on the facility, the successful company will place its brand in front of nearly 100 million people who drive by the facility each year and the approximately 1.2 million plus visitors the facility welcomes through its doors annually. This level of traffic can provide an exclusive opportunity for the company to have unparalleled marketing, sales and activation prospects.

Approximately 2.1 million people live within a 20 minute drive of the Powerade Centre and it is the closest facility of its kind to Canada’s busiest airport, Pearson International Airport, being a 15 minute drive from the facility.


According to the 2011 Peel Census the region consists of over 16 different religions and 56.8% of the population belongs to a visible minority, with 27.7% of the total being of South Asian descent.

The Powerade Centre hosts over 100 sporting, arts, and recreational events each year, which includes a wide range of events that mirror the diversity of the region. The facility is also home to the ECHL’s Brampton Beast, a Professional Hockey Club, who is an affiliate of the Montreal Canadiens (NHL). Among some of the other major events that take place at the facility include: the International Silver Stick youth hockey tournament, various NHL Alumni Charity games, Shrine Circus, Canada World Kabaddi Cup and cricket tournaments.


This opportunity will include the option to utilize the facility, including both its interior space and extensive exterior playing fields for private or public events. With the uniqueness of the facility’s private ownership model and magnitude of land available, the naming rights opportunity may provide the successful company with access to a competition free area reaching over 1 million people directly per year.

Naming rights arrangements are typically 10-20 years in length and as a result available options are few and far between. The RFP being sent out for this opportunity is seeking a minimum term of 10 years; however proposals may exceed 10 years but must be less than 18 years.

Currently, companies including Air Canada, Aviva, Hersey, MasterCard, Ricoh, Rogers and Sony are among those that have their names on prime facilities in Toronto and surrounding areas.

As, Cosmos Sports president Cary Kaplan summarizes:

“An opportunity like this is very rare. With the majority of facilities in Toronto under long term naming rights arrangements, to have the option to not only be able to get 1 billion views over a ten year period based on the traffic, plus the ability to creatively use the arena, facility and land to the specific needs of the partner, we believe that the correct company could have a tremendous Return on Investment through this option.”


Companies interested in the naming right opportunity or whom would like to receive the RFP, which has a due date of January 29th, 2016, are asked to contact Shahbaz Dhillon through email ( or phone (647-770-1257).

For more information and to view the RFP and Supporting Corporate Deck visit

-Shahbaz Dhillon

Source : Cosmos Sports
Business Info :
Cosmos Sports

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