Edmonton may sell naming rights to pools, arenas and even Commonwealth Stadium

Edmonton could soon open the door to corporate names on its public recreation centres, arenas, pools, and even Commonwealth Stadium, if city council signs off on a proposal set to be debated Monday.

According to a city report, the estimated value for naming all eligible facilities is approximately $4 million annually. Agreements would generally run for 10 years, with city officials projecting $21 million in net income after expenses over the life of the program.

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The proposal comes at a time when many municipalities are turning to sponsorships as a way to ease rising operating costs without increasing taxes. Sponsorship sales, including facility name sales, are common practice in in St. Albert, Spruce Grove, Sherwood Park and Leduc, among other places, the report said.

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In Edmonton’s case, additional revenue would be used to help offset operating and capital costs at city-run facilities.

But to proceed, council would need to grant a exemption to a policy that prohibits the seeking of naming proposals for existing facilities. If granted, administration would begin work to identify and negotiate naming opportunities and agreements with potential sponsors. Each deal would be brought back to council for approval.

The list of eligible properties is extensive, ranging from major multi-purpose facilities such as the Meadows Community Recreation Centre, and Clareview Community Recreation Centre — both already approved for naming sales — as well as medium and small recreation facilities like ACT Aquatic and Recreation Centre, Mill Woods Recreation Centre, Eastglen Leisure Centre and more.

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Arenas, two outdoor pools, and high-profile assets like Commonwealth Stadium, which is home to the Edmonton Elks, are also on the table.

Currently, only the Terwillegar recreation centre has a naming rights agreement, Booster Juice Recreation Centre, which was announced last year

Edmonton has already conducted public engagement on the concept, citing mixed but generally supportive public feedback. A July 2020 city survey found 80 per cent of respondents were either comfortable or neutral with naming sales.

A second survey in November 2024 reported 65 per cent of 4,628 respondents felt similarly.

Despite support, residents also raised concerns about a risk of misaligned sponsors, perceived commercialization of public spaces, and questions about who decides on naming rights.

Some noted the importance of protecting public facilities from inappropriate branding. Others emphasized the need for transparency and community consultation in the decision-making process.

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Any agreements, the city said, would be guided by existing policies to protect Edmonton’s brand, negotiate favourable deals, and ensure alignment with public values. Sponsors would be vetted through a public consultation process, and naming rights would be temporary, typically lasting a decade.

cnguyen@postmedia.com 

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