CAA gains naming rights to Ed Mirvish Theatre
The Canadian Automobile Association South Central Ontario has signed an agreement with Mirvish Productions to acquire the naming rights to the Ed Mirvish Theatre in Toronto. The venue will now be known as the CAA Ed Mirvish Theatre. The theatre will reopen to the public in May 2022 with the Canadian premiere of Harry Potter and the Cursed Child. The agreement also includes existing naming rights to the CAA Theatre, branded CAA Lounges at the Princess of Wales Theatre and Royal Alexandra Theatre and exclusive offers to consumers. The partnership was arranged by the association and Brands Amplified, the sales agency for Mirvish Productions.
“The partnership brings together one of Canada’s largest membership associations and the country’s leading theatrical organization and solidifies CAA as a key partner,” said Rhonda English, chief marketing officer at CAA Club Group. “The 10-year commitment will also continue to weave CAA into the cultural fabric of Canada’s largest city and give its members access to some of the best live theatre in the country.”