Air Canada Centre is now Scotiabank Arena



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Air Canada Centre now Scotiabank Arena Image: Katherine Ward/Gobal News & cp24.com

Toronto’s Air Canada Centre was renamed Scotiabank Arena as the country was celebrating Canada Day on July 1. The $800-million deal finalized last August gives Scotiabank the naming rights to the multi-purpose indoor sporting arena for 20 years.

The bank has been working closely with the arena’s owner Maple Leaf Sports & Entertainment (MLSE) on a strategic plan for restructuring the venue to better suit the needs of fans for the last nine months according to the Globe and Mail website news.

The removal of the old signs began on Canada Day weekend and temporary signs of the bank will be installed till new video signage can be installed on the west face of the building. Various changes will take place all over the arena in the next few months, from rebranding, logos to the refurbishing of the new Scotia Club restaurants. The fans will be able to experience the new and improved arena when the Leafs host the Montreal Canadiens on October 3.

“We want to be able to change stuff regularly,” said John Doig, Chief Marketing Officer, Scotiabank. “What is really cool and innovative today, two, three years down the road may be really outdated.”

The partnership with MLSE is also part of a strategy to add at least a million new customers over the next few years, for Scotiabank. The deal will also benefit MLSE as Scotiabank has promised it access to its Digital Factory Innovation Hub in Toronto to help in developing the mobile experiences for its fans.

The newly-named Scotiabank, a multi-purpose indoor sporting arena in Downtown Toronto, Canada is home to the Toronto Maple Leafs of the National Hockey League (NHL), the Toronto Raptors of National Basketball Association (NBA), and the Toronto Rock of the National Lacrosse League (NLL). The Toronto Marlies of American Hockey League and the Raptors 905 of the NBA G League play occasional games at the arena.

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