
Edmonton eyes selling naming rights for 29 public facilities
City administration is set to ask councillors to allow it to pursue discussions with potential sponsors about naming rights for 29 city-owned facilities, arguing in a report set for discussion on May 12 that it could generate up to $21 million over the next 10 years if allowed to do so.
The report details proposed amendments to the three city policies that govern the naming of city-owned facilities, one of which currently states that administration will not actively seek naming sponsors. The report notes the assets that city staff propose to offer naming rights to include large, medium, and small recreation facilities; small community ice rinks; outdoor pools; and specialty facilities like The Orange Hub and Commonwealth Stadium.
Councillors on the community and public services committee will first discuss the proposal on May 12 and could recommend it go to city council for discussion at a later meeting. If council ultimately approves the policy changes, administration will be allowed to pursue discussions with sponsors, but each individual naming agreement will also require council approval.
The report comes after council asked administration to look into expanding naming rights opportunities as a way to lower property tax increases. In March, Taproot reported that a request to discuss renaming one of the fields at Commonwealth Stadium to Play Alberta Field came to Edmonton's Naming Committee. That story noted that the Facility Name Sale Policy, adopted in 2007, allows city-owned facilities to be named after corporations or businesses as recognition for financial support. The policy states that city facilities must only be linked with organizations that are "compatible with, complementary to, and reflective of the City's values and mandate."
The renaming of a field at Commonwealth is confirmed in the May 12 report.
The report said administration will protect the city's interests by ensuring potential sponsors align with the city's brand and that the agreements provide good value. The 10-year revenue is an estimate; the exact amount received by the city will be determined as agreements are negotiated.
The proposed changes would also remove the current requirement in the Name Sale Policy for Edmonton's Naming Committee to play a role in names sponsors propose for city-owned facilities through naming-rights purchases. Matt Dance, chair of the Naming Committee, told Taproot that the committee is "agnostic on the names that come forward through the Name Sale Policy ... We just don't feel that we're in a capacity to approve or disapprove something that's being approved by a different process." The committee made a motion that said as much during a meeting to discuss the renaming proposal at Commonwealth Stadium.
In July 2020 and November 2024, the city conducted surveys that asked residents if they supported selling naming rights. Most respondents said they were comfortable with doing so.