Pending city council approval, the Sarnia Sports and Entertainment Centre will be renamed "Progressive Auto Sales Arena."
Progressive, the city and the Sarnia Sting have reached consensus on a new Naming Rights Agreement.
Progressive Auto Sales gets exclusive naming rights for the SSEC for an annual fee of $42,500, split between the city and the Sting, plus a minimum $40,000 signage commitment.
The city says the ten-year agreement, with interest, is valued at just over $430,000.
Mayor Mike Bradley still has reservations about council's direction given May 9 to work exclusively with Progressive.
"I think we should have worked with both groups and then made a final decision. The report also deals with the old naming rights group the RBC, which we inherited and [the agreement] was coming to an end and was diminished toward the end, instead of comparing the two; LiUNA and the Progressive bid. But, that was not the direction of council, so that is why the report has just come back focused on Progressive and I think those two should have been compared," he says.
"I think we should have gone to a national effort to do this and it could have had a difference. However, this is the direction of council and I respect that. I just still have concerns that this is not a great deal for the taxpayers of Sarnia."
The deal includes 12 season tickets and a free suite.
Advertising by competing automotive dealerships will still be allowed within the facility with specific limitations, but not on the exterior of the building.
The Sting's current advertising agreements with direct competitors will be honoured until expiry and there is some provision for special events involving other auto dealerships.
Council will consider the enabling bylaw when it meets Monday.
-With files from Dave Dentinger
