A C$800 million (US$605.7m) , 20-year, naming rights partnership between Scotiabank and venue operator Maple Leaf Sports & Entertainment (MLSE) has seen Toronto’s 20,000-capacity Air Canada Centre rebranded Scotiabank Arena.
Owned by MLSE and opened in 1999, artiste playing the arena this year include Roger Waters, Ed Sheeran and Lady Gaga.
The venue, which can configure for audiences of 4,000 in theatre mode to 20,000 in-the-round, is to undergo a series of upgrades following the deal, including improved sight-lines and new digital signage.
“The venue transforming into Scotiabank Arena is beyond the name change and is a re-imagination of the building as well as the surrounding neighbourhood,” says MLSE chief venues and operations officer Nick Eavest.
Scotiabank will also offer associated benefits to the nine million customers
Upcoming shows at the arena feature Elton John, Bruno Mars, Florence + The Machine and Phil Collins.