St. Albert’s only corporate-sponsored arena is getting a new name this month as a local car company rebrands itself.
City officials announced Thursday that the Northstar Hyundai Arena in Servus Credit Union Place was being renamed the Go Auto Arena.
The arena is the only one in town whose naming rights are open to corporate sponsorship.
The name change comes at the request of sponsor Northstar Hyundai as part of its business plan, said city spokesperson Shawn Friedenberger.
“They’re a part of the Go Auto Group and they really want to push that.”
The Go Auto Group is comprised of about 25 car dealerships and insurance companies, reports the company’s website.
The name change doesn’t affect the city’s 10-year sponsorship deal with Northstar Hyundai, which dates back to 2012, said Mark Edwards, business and marketing manager for recreation and parks with the City of St. Albert.
“They’ve already started replacing the signs,” he said.
Crews should be done exchanging the Northstar Hyundai signs in the arena with Go Auto ones later this month, Edwards said. The new signs will have the same orange-and-white colour scheme as the old ones, and come at no cost to the city.
While some sports groups may have to update their websites, this name change should have no effect on people’s use of the arena, Edwards said.
Call Friedenberger at 780-459-1745 for details on the change.
