What’s in a name? Mainly money

The practice of naming sports venues after corporate sponsors, who then benefit from spin-offs in advertising references to the facility.

It may be the way of the world, but that doesn’t mean we have to like it. We’re talking about the widely accepted practice of naming sports venues after corporate sponsors, who then benefit from spin-offs in advertising references to the facility.

These deals can be lucrative – which is why they are so attractive to communities. A corporate name on a building can mean money in the bank to help cover the expense of constructing facilities or off-setting operating costs. No doubt the deal between the city and Sun Country Cablevision contributed to lower costs to the taxpayer. From opening day up until 2020, the naming rights on our twin-sheet arena are worth $815,000. And, as corporate names go, the Sunwave Centre was a pretty good one. But now we run into a situation also seen in other cities. Business owners change or sponsorships aren’t renewed and therefore the names on these buildings are switched from one corporation to another.

The Shaw Centre simply doesn’t have the same ring or connection to the Shuswap as the Sunwave Centre. And now, the move inspires a whole lot of confusion as people are forced to adapt.

We understand why the change, and we agree that reducing costs to the taxpayer is important. But there is an emotional attachment that develops between a community and the places where we spend our time in fun and recreation. Our old arena was named to honour the memory of those who served our country, not to serve the purposes of a company. While we know these deals have their advantages, we can’t help but wish we didn’t need to sell the names of our public buildings.


Just Posted

New South Shuswap community park proposed for Blind Bay

Regional district proposes the purchase of 9.5 acres now known as Centennial Field

$30,000 donation for outdoor classroom in Salmon Arm to honour beloved teacher

Funds from Armstrong Regional Co-op to go to the Shannon Sharp Learning Circle

Okanagan-Shuswap weather: Sun and heat continue Saturday

Environment Canada forecasts highs of 30 C throughout the Okanagan Saturday

Salmon Arm basketball star to be inducted into national hall of fame

One of Sargent’s many achievements is holding the Olympic record for most assists for 20 years

PHOTOS: Enderby grads paint the town — and themselves

Students spray painted the street outside A.L. Fortune on June 14 to celebrate graduation

10 facts about Father’s Day

Did you know that the special day for dads was first celebrated in 1910?

Vernon seeks additional fetal alcohol syndrome support B.C.-wide

“We are making a difference but we could make even more of a difference”

B.C. university to offer mentorship program for former youth in care

Students using the provincial tuition waiver program will soon be able to form a community at KPU

Gambler 500 hits Okanagan back roads

Hundreds of off road enthusiasts are rallying in the South Okanagan this… Continue reading

Cyclists competing in one of the toughest bike races on the planet pass through Fernie

Divide riders looking strong as they finish first leg of 4160 km race

You might not know these B.C. records are public

Hired a lawyer to file a civil claim? Those are published online

B.C. bus driver loses case to get job back after texting while driving full bus

An arbitator ruled that Tim Wesman’s phone usage was a “a reckless disregard for public safety”

Jury finds Kelowna man guilty of second-degree murder

A Kelowna jury found Steven Randy Pirko guilty of the second-degree murder

Revamped B.C. Lions set to battle veteran Winnipeg Blue Bombers

The Lions’ first test of the season will be a big one

Most Read