A new name is in place for the home of the Belleville Senators (AHL), as the facility is now known as CAA Arena. The new name is the result of a naming-rights pact between the Senators and CAA South Central Ontario (CAA SCO).
The agreement will see the team’s current home at the Yardmen Arena be renamed to CAA Arena in advance of the 2018-19 American Hockey League season. The relationship will extend for a minimum of seven years.
The Belleville Senators, primary developmental affiliates of the Ottawa Senators, relocated to the Bay of Quinte region in early 2017. As the primary tenant of the facility, the team operated both hockey games and a number of special events during their inaugural season. The team obtained the ability to pursue a naming rights agreement for the venue as part of their original lease agreement with the City of Belleville.
“We continue to strive for a closer relationship with our community and work to consistently enhance the entertainment experiences available for fans and residents within it,” said Rob Mullowney, chief operating officer of the Belleville Senators. “In doing so, it is imperative that we forge relationships with community leaders who share these values and prioritize the interests of these individuals alongside us.”
“We are extremely pleased to associate our team and this facility with one of the most trusted and recognizable brands in the entire country, and work hand-in-hand with them to accomplish this goal.”
CAA SCO maintains a longstanding presence throughout the Bay of Quinte region. This partnership investment is part of a larger strategy to further support and connect with our communities and to provide additional value to CAA’s strong membership base in the area. It will also further engage and delight CAA members beyond their traditional expectation of trusted roadside assistance. As part of the partnership, CAA SCO will offer a number of new benefits to their members, including exclusive access to the team and experiences within the Arena.
“Belleville and the Bay of Quinte area is an important region to us at CAA,” said Rhonda English, chief marketing officer, CAA SCO. “We are looking forward to working with the Belleville Senators to engage with the community and reward members and fans with new and exciting experiences.”
Opened in 1978, the Arena has long established itself as a recreation hub for residents throughout the Bay of Quinte region. For more than 40 years, the building stood as the Yardmen Arena. The Belleville Senators and CAA are dedicated to honouring this legacy and ensuring it lives on within the community for many more years to come.
“As excited as we are to take this step forward with CAA SCO, it is important for us to recognize the rich heritage of the Yardmen and the significant role that these individuals played in building our community and paving the way for our success today,” said Mullowney. “We remain committed to the appropriate recognition of this history within the CAA Arena and will continue to tell their story for years to come.”
An official celebration and sign lighting is planned at a later date.