Sony buys naming rights to Hummingbird Centre
By Adnews Staff
Sony of Canada has purchased the naming rights to the Hummingbird Centre for the Performing Arts in Toronto for $10 million. For the next 20 years, the venue will be known as the Sony Centre for the Performing Arts. "This agreement will allow the theatre to undergo a complete interior renovation both esthetically and technologically commencing in July 2008,"said Dan Brambilla, CEO of the centre. "When the theatre reopens in September 2009, patrons will witness the transformation of the 47 year old historic venue into a multimedia, highly versatile theatre and concert venue the likes of which has never been seen in Canada." The deal was brokered by Wakeham & Associates Marketing.
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