Penticton Seeks Exciting Naming Rights Opportunity for Vees’ WHL Arena: Join the Action!

City council is set to discuss selling the naming rights for the South Okanagan Events Centre (SOEC) next week. This comes on the heels of the Penticton Vees moving up to the Western Hockey League (WHL).

In October 2024, the city first sought companies interested in naming rights for the SOEC when it was home to the BCHL’s Vees. However, with the Vees joining the WHL and getting ready for their first season, city officials believe the value of these naming rights has greatly increased.

On May 27, the council will review a proposal to issue a new request for proposals (RFP) to find an agency or individual to secure naming rights for the facility. Previously, the city set the starting bid for the naming rights at $150,000 annually for up to ten years. With the Vees now in a major junior league, the potential for exposure has changed significantly, meaning the naming rights could attract more interest and higher bids.

"The exposure from a WHL franchise will enhance the visibility of the naming rights," a staff report to the city council noted. The city plans to work with a qualified agency to ensure the nsyilxcən language is included in the naming, highlighting the region’s Indigenous heritage.

The SOEC, which can hold up to 5,000 people, opened in 2008 and has hosted various notable events, including concerts by Ringo Starr, Rihanna, and Carrie Underwood, as well as the Vancouver Canucks’ training camp.

This shift to the WHL reflects a broader trend in sports where teams are moving to more lucrative leagues for better opportunities. According to a recent report by the Sports Business Journal, minor league teams transitioning to major junior leagues often see ticket sales and sponsorship revenues dramatically rise, helping to boost local economies.

As this situation unfolds, social media buzz suggests local fans are excited about the Vees’ new chapter. Engaging in community discussions online, fans share their hopes for enhanced branding and local connections as naming rights discussions progress.

For more in-depth insights about the economic impact of sporting events on local communities, check out reports from the Canadian Sports Analytics Association here.

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Penticton Vees|WHL