VisitLethbridge.com Arena new name for City’s Sportsplex

Lethbridge’s largest arena and entertainment centre is entering a new era with a new name: the VisitLethbridge.com Arena.

The City of Lethbridge is excited to announce the Lethbridge Lodging Association (LLA) as the new naming rights sponsor for the facility that opened in 1974 as the Canada Games Sportsplex and has been mostly known as the ENMAX Centre since 2000. The City and the LLA (an association of Lethbridge hotel properties and operators of the marketing brand VisitLethbridge.com) have entered a five-year sponsorship agreement for $150,000 a year.

In its 50-year history, the venue has been home to and hosted the WHL’s Lethbridge Hurricanes Hockey Club (and Broncos earlier), World Curling championships, the Brier, the Scotties, U Sports Men’s Hockey Championship, Professional Bull Riding, Skate Canada International, Cirque Du Soleil, Elton John, Kiss and Jerry Seinfeld, just to name a few. In 2007, a relatively unknown at-the-time 17-year-old Taylor Swift opened for Brad Paisley.

“This five-year commitment of $750,000 shows that our member hotel properties are invested in our city and the long-term future of marketing Lethbridge as a tourism destination,” says Shilpa Stocker with LLA. “The opportunity to showcase our name and brand on Lethbridge’s marquee venue will help us continue to engage our partners and our community and use our resources to create positive awareness of Lethbridge as a destination.”

LLA, and its marketing brand of VisitLethbridge.com, are a partnership of Lethbridge hotels that attract and increase visitors to the city. The promotion, development and sponsorship of events and activities raises awareness of Lethbridge, increases member prosperity and contributes to the social and economic fabric of the community.

"On behalf of Lethbridge City Council, I want to thank everyone at the Lethbridge Lodging Association for this new sponsorship agreement," says Mayor Blaine Hyggen. “We are so proud and grateful that this local organization stepped up to be involved our community in such a tremendous way. We also want to take the opportunity to thank ENMAX for their sponsorship of the facility for the past 20-plus years.”

The VisitLethbridge.com Arena has several big upcoming events still this year. The outdoor Thunder in the Bridge concerts September 6 and 7, with rock headliner Our Lady Peace and country headliner Walker Hayes, will be celebrating the facility’s 50th anniversary. The building will also host the NCAA basketball Western Slam tournament from November 28-30 and is actively working with the Lethbridge Hurricanes on a bid to host the 2026 Memorial Cup.

“This venue has hosted world-class events since it opened 50 years ago and we are thrilled that this new sponsorship deal will help propel us into the next stage of our history,” says Jennifer Norsworthy, Acting General Manager at the VisitLethbridge.com Arena. “We are excited at the opportunities ahead and will continue to strive to bring a wide variety of entertainment to the community.”

“We know this arena is one of the best in the league and we are proud to call it our home,” says Terry Huisman, General Manager of Business Operations for the Lethbridge Hurricanes. “We are also excited at the extra attention we hope to draw as we ramp up our bid to host the Memorial Cup in Lethbridge. Being able to host that event would bring an immense sense of pride and prestige to the Lethbridge Hurricanes and to the city and region.”

Sponsorships help support the operations of the facility, reducing the need for property tax funding from residents.

The facility will begin rebranding to the VisitLethbridge.com Arena name immediately, with new signage being installed inside and outside the building during the next several weeks. Immediate change will be reflected in the facility’s social media accounts and the new website URL visitlethbridgearena.ca.

The sponsorship includes all areas of venue identification, including marketing and promotional items, media recognition, social media and online presence. There is additional brand association with concessions at the Yates Memorial Theatre, Henderson outdoor pool, Legacy Park and the University of Lethbridge Community Stadium.

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