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Sponsorship roundup

The Niagara Convention and Civic Centre in Niagara Falls, ON has signed a ten-year naming rights agreement with the Bank of Nova Scotia. The venue will now be called the Scotiabank Convention Centre. Scotiabank will also receive brand exposure on signage and marketing materials, as well as the right to install a branch and ATMs within the complex. The agreement was brokered by Toronto-based Wakeham & Associates Marketing. "We think Scotiabank is the ideal partner for the centre, and the international profile and respect for their brand will enhance the brand of the new convention centre tremendously," said company president Hugh Wakeham. "We are now hoping to confirm a naming rights partner to align with the new theatre that will be located within the facility." The Scotiabank Convention Centre is scheduled to open in April 2011.

Montreal-based loyalty program Aeroplan has signed-on as presenting sponsor of Angèle Dubeau & La Pietà, an all-female string ensemble orchestra. The sponsorship will begin with the launch of of the orchestra's first holiday album and a series of North American concerts beginning Dec. 8. Aeroplan will participate in the organization and promotion of the concert series, as well as offer a variety of special promotions for its customers. "This sponsorship allows Aeroplan to continue to be a large supporter of Canadian arts and culture and also provides us with opportunities to be active in communities across the country, giving our members access to more truly rewarding experiences and also making classical music accessible to everyone," said David Klein, marketing vice-president at Aeroplan.

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