Brands & Sponsorship, Partnerships, Sport Business, Stadia / Venue | Jun 7, 2019

Scotiabank made the headlines in July last year by agreeing a reported $800 million, 20-year naming rights deal with what was formerly known as the Air Canada Centre, the home of the Toronto Raptors NBA team and the NHL’s Toronto Maple Leafs.

Replacing signage that has graced Canada’s busiest sport and entertainment venue for over two decades wouldn’t be an easy transition for any new naming rights partner. But John Doig, Scotiabank’s Executive Vice President and Chief Marketing Officer, explains that the organisation has worked in tandem with venue owner Maple Leafs Sports & Entertainment (MLSE) to ensure it remains a place “where dreams are made” and in order to drive maximum return from the partnership.

Speaking on-stage at The Sport Business Summit during Leaders Week London in October 2018, Doig explained that the company must earn the consumers’ confidence and, ultimately, ‘wow’ the consumer, through multiple engagement opportunities and interaction points.

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In this edition of 5 Minutes with Leaders, Doig also explains:

  • How Scotiabank plan to use the arena to tell new stories;
  • How a complicated deal like this is put together;
  • And how rightsholders should pitch a sponsorship proposition to Scotiabank.


Doig speaking alongside Patrick Pierce, Senior Vice President, Endeavor and Ben Martin, Vice President Partnerships, Legends International at The Sport Business Summit during Leaders Week London 2018.

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