A rendering of the new signage at TD Place in Ottawa. (Photo by OSEG)
The Ottawa Sports and Entertainment Group (OSEG) has secured TD Bank Group as naming rights sponsor for the sporting and concert areas of the 40-acre Lansdowne Park, which includes an arena, stadium, offices, condos and retail spaces.
The arena and stadium, which are currently being renovated, will have a combined seating capacity of 34,000. TD Place at Lansdowne will be home to the Canadian Football League’s Ottawa Redblacks, the North American Soccer League’s Ottawa Fury, and the Ontario Hockey League’s Ottawa 67’s.
According to OSEG Chairman Roger Greenberg, the agreement is a multiyear, seven-figure contract.
“When we submitted the final business plan to the city for approval and commenced in October 2012, we had a figure laid out for sponsorships,” Greenberg said. “What we had proposed is that we would achieve $1.2 million per year on average over 30 years.”
“This agreement with TD is not for 30 years, but it is $1-million-plus per year,” he added.
OSEG had been seeking a naming rights partner for the complex since around June 2013, and hired Premier Partnerships to help secure a deal. Since the campus is scheduled to reopen in June, it was important to find a naming rights partner fast.
”TD quickly identified themselves as being the most serious prospect for naming rights,” said Greenberg, who said the decision to work with the company came from the combination of a top-notch brand as well as the dollar value involved.
“We feel that having TD put their stamp of approval on our business brand constitutes a validation of the brand itself,” he added. “From our perspective, TD is one of the top brands in North America and to have their support is huge.”
The bank will receive a suite at each, the arena and the stadium, as well as ATMs spread throughout the site. TD Bank Group is also going to have a physical branch in the 360,000 sq. ft. of retail space at the complex, and will serve as the official bank for the three OSEG sports franchises.
Jeff Marks of Premier Partnerships worked on the contract with OSEG.
The relationship started with Premier Partnerships doing the Revenue Maximizer, which is the company’s proprietary evaluation system that analyzes how much sponsorship and naming rights can be generated from a venue, as well as finding unexpected ideas for sponsorship revenue.
“We like to use the term ‘alarmingly different in the industry,’” said Marks. “With this venue, you’re in Ottawa, which is the nation’s capital, on a very historic piece of property. You have three teams, mixed-use retail, residential and commercial space.”
“When we went out to market, we asked how people would like to put their name on a city, because that’s essentially what it is,” he added.
TD Bank Group will have several opportunities to engage fans and clients.
“There will be an opportunity for our employees to host clients and community members at the suites in the stadium and the arena,” said Joanne Bull, senior manager, Brand Sponsorship and Experiential Marketing at TD Bank Group. “We will also be provided activation and experiential opportunities to share with fans.”
With this naming rights agreement, TD is looking to reach the entire Ottawa community and visitors.
“TD’s always looking for ways to support the communities we serve and provide uniquely comfortable experiences,” added Bull. “We’re proud to be part of the Lansdowne Park redevelopment, helping to revitalize an area for the community to work, play and grow.”
TD Bank Group also holds the naming rights at TD Garden in Boston and TD Sports Centre in Connecticut.
Interviewed for this story: Joanne Bull, (416) 983-7180; Roger Greenberg, (613) 232-6767 x8252; Jeff Marks, (310) 656-2500