Ontario’s largest credit union, Meridian, has purchased the naming rights for both The Sony Centre for the Performing Arts (Sony Centre) in downtown Toronto and for North York’s Toronto Centre for the Arts.
The Sony Centre and Toronto Centre for the Arts will respectively become Meridian Hall and Meridian Arts Centre as of Sept. 15, 2019.
Meridian will distribute $30.75-million across both centres over the next 15 years.
According to Civic Theatres Toronto, which operates both venues, the deal also includes fully integrated Meridian branding and content at both venues as well as their digital and promotional platforms. (Effective immediately, Civic Theatres Toronto is rebranding to become TO Live.)
Sony Centre is no stranger to name changes. What opened as the O’Keefe Centre in 1960 became the Hummingbird Centre in 1996, only to become the Sony Centre in 2007 after the electronic company initially purchased the naming rights. This change comes after the expiration of Sony’s 10-year contract with the building.
According to a press release, Meridian has doubled its presence in the Greater Toronto and Hamilton Area over the last four years, opening 19 new locations and significantly driving the organization’s growth. This new partnership amplifies Meridian’s ongoing commitment to supporting culturally rich and diverse communities.