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Canadian Tire Centre, the home of the Ottawa Senators of the National Hockey League. Photo by Jean Levac /POSTMEDIAArticle content
What’s in a name?
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The Senators will likely move to LeBreton Flats, but Cyril Leeder, the team’s chief operating officer and president, told Postmedia the National Hockey League club would stay at the Canadian Tire Centre for another five years.
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And the name of the Canadian Tire Centre won’t be changing anytime soon.
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The deal the Senators signed with Canadian Tire in 2013 for the naming rights was set to expire at the end of this season, but there are indications the two sides have reached an agreement on a multi-year extension.
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The previous deal was estimated to be worth $1.5 million to $2 million per season.
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New owner Michael Andlauer and Leeder could have taken the arena naming rights to market to see who might be interested in purchasing in an auction of sorts. But both believe that you have to be loyal to partners, and Canadian Tire has been a strong brand for the organization to be associated with since the deal was signed.
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Canadian Tire has been a sponsor of the Senators since the organization launched its bid for an NHL franchise in 1990.
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