By Ben Nicholson
23 February – The Bank of Montreal (BMO) has added ten years to its agreement with Maple Leaf Sports and Entertainment (MLSE), operators of Toronto FC, for the naming rights to its recently renovated stadium.
As part of the deal, BMO has extended its jersey sponsorship with the team for the 2016 MLS season. This is the third time BMO has agreed a single year deal for its jersey sponsorship with Toronto FC.
Around $120 million has been spent on the BMO field in its most recent construction phase, which has seen the addition of suites, washrooms, a concourse, a canopy, a new lighting and sound system, and an increased seating capacity of 30,991. The construction is scheduled for completion in May. No figure was released for the naming rights deal.
The investment was fuelled in part to accommodate for the arrival of the Canadian football team the Toronto Argonauts, who start play in June this year.
Chief commercial officer at MLSE, David Hopkinson, said: “Today’s long-term naming rights renewal with BMO is symbolic as construction progresses on BMO Field to provide a world-class stadium experience for Toronto FC and its fans, for the Toronto Argonauts as they move to a classic Canadian outdoor football environment, and for the City of Toronto. BMO is a partner that has been with Toronto FC, and the stadium, since day one and plays an important, supportive role as we look forward to exciting things at BMO Field this season and in the years to come.”
Chief marketing officer of BMO Financial Group, Connie Stefankiewicz, said: “BMO’s sports sponsorships celebrate bringing communities together and embody our company’s values of teamwork and dedication. We are proud of our longstanding partnership with TFC and look forward to joining fans and our customers in another exciting season as we cheer on the team at the newly-renovated BMO Field.”
Toronto FC is celebrating its tenth anniversary this season, and is hoping that MLS MVP Sebastian Giovinco will help the team build on last season’s sixth place finish in the Eastern Conference.
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