Just one week after inking a massive 12-year, $5.2 billion rights deal with the NHL, Rogers Communications has underscored its assocation with hockey by announcing a new naming rights deal for the Edmonton Oilers’ new arena.
Set to open in 2016, the Oilers’ new downtown Edmonton arena will be called Rogers Place.
It will become the second NHL arena to bear the Rogers name after Rogers Arena, home to the Vancouver Canucks. Rogers also owns Toronto’s Rogers Centre, home to Major League Baseball’s Toronto Blue Jays and the Canadian Football League’s Toronto Argonauts.
The naming rights deal is an extension of a 13-year telecommunications sponsorship deal between Rogers and the Oilers signed at the beginning of the year. The deal includes “extensive” brand and ad placements, arena signage, concourse, rink, in-ice and in-game applications. Rogers also sponsors Oilers telecasts as well as the team’s website and mobile app.
According to a CBC.ca report, Oilers owner Daryl Katz will keep any proceeds from the sale of the naming rights. While a fee was not disclosed, a CBC report earlier this year said the naming rights could be worth tens or even hundreds of millions of dollars.