The selling of naming rights for a downtown London venue will be handled by a company already very familiar with the city.
Spectra, the company that manages Budweiser Gardens, has been awarded the job of selling the naming rights for the London Convention Centre.
The naming deal is expected to generate hundreds of thousands of dollars annually in additional revenue for the Convention Centre. It comes at a time when the building is undergoing a major renovation.
“We are always exploring new strategies that will help us generate revenue for the London Convention Centre,” says Lori Da Silva, general manager and CEO of the London Convention Centre Corporation. “Spectra’s Corporate Partnership Services is a leader in valuing, soliciting, and negotiating naming rights for an assortment of clients worldwide. Their experience and expertise in this field will assist us in developing potential additional revenue for the Convention Centre.”
Spectra's track record includes the closing of 22 naming rights deals in the last six years. In London, the company handled the naming rights and renewal of Budweiser Gardens in 2002 and 2012. It was also behind the sub-naming rights of the RBC Theatre, Budweiser King Club, Cambria Executive Suite Level, and the Cambria Bar at Budweiser Gardens.
Spectra's Regional Vice President, Liam Weseloh, will lead the team securing the naming rights. He says it presents an opportunity for a business to integrate their brand into the venue important to people in Southwestern Ontario.
"Not only will the naming rights partner receive millions of unique impressions from the local community, but will also have the ability to showcase their products and services in front of hundreds of organizations from around the world who will visit and use the Centre," says Weseloh.
The London Convention Centre hosts up to 400 events each year, pumping roughly $20-million into the local economy.
