Keystone explores naming rights options

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This article was published 07/07/2017 (3257 days ago), so information in it may no longer be current.

As the Keystone Centre’s 10-year naming rights deal with Westman Communications Group comes to an end, the facility is exploring options for its main arena.

At this point, it is unclear if the 5,102-seat arena will keep the communication company’s name or if there will be a new title sponsor displayed at the home of the Brandon Wheat Kings.

“We’re not necessarily seeking a new sponsor,” said Coun. Shawn Berry (Linden Lanes), the Keystone Centre’s board chair. “In our contract that we currently have, there’s was an exclusivity period that has come and passed. We are still dealing with Westman Communications on trying to reach a new deal, but we also at the present time have the opportunity to go and explore to see if there’s other interest.”

WCG purchased the naming rights on May 1, 2007, for a little more than $800,000, and ever since, the arena has been known as Westman Communications Group Place.

The contract included annual payments to the Keystone as well as donations for new technology to enhance the main arena.

In addition to being a cable provider, WCG offers home phone and Internet services across Westman, as well as owning two radio stations — 94.7 Star FM and Q-Country 91.5 FM (formerly 880 CKLQ).

The original contract was amended in 2008, which added CKLQ Hall and a six-month extension, according to Berry. The contract officially expires Oct. 31. The exclusivity period was extended from April 30 to June 15.

“We extended it to June 15 with the hopes that we’d be able to come to a mutual agreement, but there’s still a few things that we’re working on that we haven’t totally agreed on yet,” Berry said.

The Keystone Centre issued a request for expression of interest on June 30, to see if there are any organizations or individuals wishing to pursue title sponsorship of the arena. The deadline for formal letter of interest is noon on July 31. The facility is not seeking formal proposals at this time.

WCG chief marketing officer John Quail said the Keystone’s request for expressions of interest “wasn’t a surprise at all,” as it is consistent with the naming rights agreement.

“Discussions with the Keystone for renewing the naming right agreement are ongoing,” he said. “We’re still chatting.”

In addition to hosting the Wheat Kings’ games, the main arena is the venue for a number of major annual events, including Manitoba Ag Days and the Royal Manitoba Winter Fair. Other recent events of note include Canada Cup Curling, Safeway Championships, Subway Super Series, as well as concerts by Bryan Adams, Johnny Reid and Marianas Trench.

Berry said the past 10 years with WCG have been a good partnership for the Keystone. Having a consistent sponsor has helped the financial base of their operations. As for the benefits to the sponsor, Berry points out the high visibility of exterior signage at 18th Street and Richmond Avenue.

“They’re getting very, very good exposure on the outside of the building alone, never mind the inside, and everything that goes on in there,” he said.

Another contract set to expire this year is the Westoba Credit Union Agricultural Centre of Excellence.

“We’ve already started preliminary discussions with them as well, to get prepared for that.”

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