Rendering of the new Mosaic Stadium, to open in 2016 and host football in 2017.
On Monday, Canada’s Saskatchewan Roughriders Football Club announced four of its 12 major partners in the building of the province’s Mosaic Stadium.
The 12 sponsors, who are being referred to as ‘The Starting 12’, will commit a total of $40 million to help finance the $278-million stadium.
The Canadian Football League club has finalized contracts with The Mosaic Co., a Lincolnshire, Ill.-based supplier of potash and phosphate to the agricultural industry; SaskTel, a Saskatchewan communications provider; Harvard Broadcasting, a Saskatchewan commercial development and holding corporation involved in commercial and residential development, radio broadcasting and insurance; and Capital Automotive Group, which has six Canadian dealerships.
Stadium naming rights were awarded to Mosaic in May of 2014, which secured the name for 20 years.
“This strategic partnership agreement is similar to those of other major stadiums,” said Steve Mazurak, vice president of corporate partnerships and sales for the Saskatchewan Roughriders. “We’re raising funds for the capital campaign through both the private and the public sector.”
Founding Partners’ financial support for the stadium construction will include an upfront contribution to the Builder Campaign and an ongoing multiyear investment tied to branding, activation and rights to the Rider brand beyond the stadium and game days.
The 12 companies will receive lifelong recognition within the new facility, naming rights, secure sponsorship and fan opportunities. These firms will also have access to premium suites and lounges.
“The number ‘12’ was right for our marketplace,” said Mazurak. “There will be both current and new partners investing in the current campaign for football space within the new stadium.”
The financial details of the sponsorships have not yet been disclosed.
The length of the custom sponsorship contracts vary, with terms ranging from six to 15 years.
“[This is because] some of the assets are more valuable in terms of retail and exposure,” said Mazurak. “We also can offer early partners certain benefits in the current stadium over the next two years to ramp up exposure and branding opportunities.”
One long-time partner is Harvard Broadcasting, which has served as the Saskatchewan Roughriders’ media sponsor and play-by-play voice for the last 33 years.
“We’ve raised money for the team in the past through air time [and other means] to get new turf, build a camera tower, install new club seating and a host of other initiatives to enhance the fan experience,” said Jason Huschi, general manager of Harvard Broadcasting, Regina. “Ours is a multifaceted agreement, so when our current contract expires, our sponsorship will be extended another 15 years.”
As Mosaic Stadium’s sole communications provider, SaskTel will design, build and operate the facility’s cellular and Wi-Fi networks.
In addition, SaskTel will deploy StadiumVision, which delivers live video and broadcast programming, targeted advertising and digital content to display devices throughout the stadium.
"It is an exciting opportunity for us to be recognized as a Founding Twelve partner, become the official communications provider for the new Mosaic Stadium and serve as the exclusive communications sponsor of the Saskatchewan Roughriders for 13 years," said Ron Styles, SaskTel president and CEO. "Together with the Saskatchewan Roughriders and the City of Regina, our vision is to create a technologically-innovative facility and to assist in enabling the best fan experience possible for the hundreds of thousands of people who visit the stadium each year."
The Saskatchewan Roughriders, City of Regina and Province of Saskatchewan finalized the stadium design in May 2014, and construction began the following month. The facility is now more than a third completed. The construction and design team includes PCL Construction Management Inc., HKS Sports & Entertainment, B+H Architects and TD Securities.
Located a few blocks west of the current Mosaic Stadium at Taylor Field, the new 33,000-seat venue will total more than 521,000 square feet, more than double the size of the existing venue. It will include wider seats, a sunken bowl for easier access, expansive concourses, a general admission lounge and 38 suites for corporate partners. The stadium design also features a translucent spectator roof and an open south end zone connecting the stadium to the community.
The facility’s completion date is August 2016, with the first Rider game scheduled for June 2017.
More founding partner announcements are anticipated later this summer, with the full 12 being finalized by the end of the year.
Interviewed for this article: Jason Huschi, (306) 546-6200; Steve Mazurak, (306) 566-4228; Ron Styles, (306) 777-4548