Winnipeg Should Follow Edmonton’s Lead on Naming Rights

Here’s a straightforward way to bring new money into our community centres without raising taxes: sell naming rights.

That’s exactly what Edmonton is looking to do. A new proposal would allow corporate sponsors to put their names on recreation centres, arenas, pools, and even Commonwealth Stadium. According to the numbers, naming rights for all eligible properties could bring in $4 million annually. Over a 10-year cycle, city staff estimate a net gain of $21 million — money that would be used to help cover operating and capital costs for public facilities.

This isn’t a wild idea. In fact, it’s already happening in neighbouring municipalities like St. Albert, Spruce Grove, Sherwood Park, and Leduc. And even in Edmonton, the Booster Juice Recreation Centre, formerly known as the Terwillegar Recreation Centre, shows there’s already a precedent.

What’s holding Edmonton back is a city policy that currently blocks naming rights for existing facilities. If council lifts that ban, their administration will start seeking sponsors and negotiating deals. Each deal would still need council approval, with built-in safeguards to ensure transparency, community consultation, and alignment with public values.

This is the kind of creative, practical thinking we need in Winnipeg. Operating costs are climbing. Maintenance is being deferred. Meanwhile, community groups are stretched thin, and taxpayers are already paying more for less. So why aren’t we having this conversation?

The list of Edmonton facilities being considered for naming rights is long — from large-scale centres like Clareview and the Meadows to smaller recreation and aquatic centres. Even Commonwealth Stadium is on the table. These are high-traffic spaces that offer real visibility for businesses while generating new revenue for the city.

Critics worry about public spaces being “commercialized.” But the reality is simple: a name on a wall doesn’t change the purpose of the building. The kids still play hockey. The seniors still gather for events. The pool still opens. If anything, it helps ensure those doors stay open longer.

And it's not like residents are up in arms. A 2020 city survey found 80% of Edmontonians were either supportive or neutral on naming rights. A 2024 follow-up survey showed 65% still felt the same way. That’s not overwhelming opposition — that’s general acceptance.

If the deal makes sense, if the sponsor fits, and if the revenue supports the community, then what are we waiting for?

We need to look at the bigger picture. Local governments cannot continue to rely on tax increases as their default response to budget pressure. That mindset is stale. Instead of taxing people more, we should be exploring more partnerships — real, sustainable partnerships — with the business community.

I’ve seen what happens when those partnerships are done right.

When I was a city councillor, we faced a tough situation with the Charleswood 55+ Active Living Centre. Their $1 a year lease was ending, and without a new space, the centre — and its programs for seniors — would be shut down. That would’ve left a major gap in the community. So, we took a different route.

We met with a builder who was planning a 55+ residential development in the area. The builder needed community support to move forward. We suggested including space for the 55+ Active Living Centre in the new building. They agreed, at no cost to the city. From there, the centre secured grants from all three levels of government and raised the remaining funds themselves to help pay for new furniture, and so on.

The result? A brand-new, permanent home for the Charleswood 55+ Active Living Centre. It didn’t cost taxpayers a cent. It didn’t get bogged down in red tape. It worked — because it was an innovative, practical solution built on mutual benefit.

This is the approach Winnipeg needs to start adopting more often. We don’t have to invent these models from scratch. Other cities are already proving they work.

Naming rights aren’t just a branding exercise. They’re a financial tool. And in today’s economy, we need every tool we can get. If the private sector is ready to step up, let’s open the door — with the right controls in place — and make use of their interest.

This isn’t about selling our city to the highest bidder. It’s about supporting public services without draining residents. It’s about keeping our rinks open, our pools heated, and our community centres maintained — without reaching deeper into your pocket.

We need more of this thinking at City Hall. Less talk about cutting back or raising fees. More focus on making smart partnerships that add value for everyone involved.

Let’s stop assuming that the only way to fund public services is to take more from taxpayers. There’s a better way. Edmonton’s proving it. We should follow their lead.

Winnipeg can do this. It’s not complicated. It just takes leadership, common sense, and a willingness to try something new.