July 1 marked a major shift in Toronto, as the former Air Canada Centre officially became known as Scotiabank Arena.
It was first announced last August that an arena naming-rights agreement between Maple Leaf Sports and Entertainment (MLSE) and Scotiabank would take effect July 1, 2018, making Sunday an anticipated day in Toronto. Home to the NBA’s Toronto Raptors and NHL’s Toronto Maple Leafs, the venue had been known as the Air Canada Centre since opening in 1999, but that has changed as the result of a Canadian record 20-year, $800 million agreement between MLSE and Scotiabank.
While it may take time for some to get used to the new name, plans are already taking shape for changes to the arena that should make the rebranding stand out. More from the National Post:
Among four new logos to crown each corner of the building, the West side on the Square will feature one with full motion video, with hi-definition replays, weaved inside each the Scotiabank letters. They can also rotate to any colour palette, much like the Toronto sign at City Hall — to bring attention to public events or if need be, more somber times for citizens.
It’s new Canadian technology that should look even sharper once the grey cladding around the roof is replaced by black.
If a goal is scored, a big bucket or there’s a home win to celebrate, it can all be shown through the logo — as well as a new HD main screen in the square, replacing the eight-year-old original.
“We’re making sure this building develops an identity that reflects all of the activity going on in and around it,” said Nick Eaves, chief venues and operations officer for MLSE.
This is not Scotiabank’s first foray into NHL arena naming rights, as it has been the naming rights partner for the Calgary Flames’ Scotiabank Saddledome since 2010.