Kingston City Council has approved a name change for the over 6,000-capacity Rogers K-Rock Centre in Ontario. Effective July 1, the arena will be known as Leon’s Centre after Leon’s Furniture, Canada’s leading furniture retailer with over 86 stores located across the country. The initial five year agreement proposed by McKercher Kingston Ltd. also has an option to extend the deal for another five years.
In return for the venue naming rights, McKercher Kingston Ltd. committed on average over $265,000 during the initial five year term.
“We are pleased to have secured for the City this naming rights partner with the national calibre yet local focus needed to successfully partner with this most important city asset,” said Harry Cann, SMG Canada Regional Vice President, in a release. SMG Canada manages the Onatario venue.
The 10 year-old venue was originally named K-Rock Centre then became Rogers K-Rock Centre in 2013. The soon-to-be-called Leon’s Centre is home to the Ontario Hockey League’s Kingston Frontenacs and is a staple for touring artists in the market.
“We are very pleased to partner with a great team on helping the community,” said Chris McKercher, President of McKercher Kingston Ltd. in a release.
On Canada Day, the agreement will take effect rebranding the venue at 1 The Tragically Hip Way to the Leon’s Centre. The new name and logo will be displayed on all venue related materials including signage, logos, staff uniforms, marketing, digital presence, social media and venue/event advertising.
“Our vision has been to make this venue the finest mid-market facility in the country. Our new Leon’s naming rights partner will open new doors and give us all the opportunity to continue to grow and excel,” Lynn Carlotto, venue General Manager for SMG Canada stated in a release.