BACKGROUND
Niagara Region, Brock University and the Cities of St. Catharines and Thorold (Canada Games Park Consortium), created a 26-acre and 210,000 square foot multi-purpose sport, event, cultural and community facility as a lasting-legacy of the Niagara 2022 Canada Summer Games.
The objective of the Park is to unite the Niagara Region, in a shared vision of promoting health, wellness, and an active lifestyle, while serving as the central hub for the Region and its 12 diverse communities, including Brock University.
OPPORTUNITY
Canada Games Park Consortium were seeking an experienced sales agency, with a proven approach and track record, in the sale of naming rights for recreational and sport facilities.
After an extensive RFP process, LANG was selected as the winning proponent and brought 50+ years of sales and marketing experience to the project.
The Canada Games Park Consortium goal for the sales agency was to raise $6M in capital funds for future development and expansion.
LANG’S WORK
Lang conducted a comprehensive asset evaluation of Canada Games Park and identify potential assets.
Lang then provided an analysis of the Consortium’s strengths, weaknesses, opportunities, and threats. They provided an opinion on the current marketplace realities, including the long-term impact of the global pandemic in the Canadian partnership industry and recommend best approach based on its understanding of the marketplace.
Lang conducted a competitive marketplace analysis and provided recommendations on how to best position, price, package and sell the Canada Games Park as a partnership opportunity, including but not limited to naming rights to the venue.
Lang developed a comprehensive partnership strategy, that included a corporate partnership vision and mission statement aligning with the property’s overall objectives and core values.
Lang proposed a viable partnership structure, based on the strength of the property’s assets, and included a pricing targets per industry category. They then went to the marketplace with a customized corporate and foundation proposal, incorporating specific business/brand objectives and marketing programs.
RESULTS
LANG raised $5.85M from national/international corporations and community foundations.
Forty naming rights were sold.
