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Sponsorship Canada Closes Multi-year Asahi Naming Rights Deal for Historic Music Venue

Sponsorship Canada, a subsidiary of REVXM, helped facilitate a multi-year naming rights partnership for the new Allied Music Centre, home to the iconic Massey Hall.

Brewing company Grolsch announced its official partnership with Massey Hall as it looks to continue creating real connections amongst its community around live music. REVXMs brokerage arm, Sponsorship Canada specializes in naming rights transactions and was a key stakeholder in negotiating and bringing Allied Music Centre and Asahi together on behalf of client Massey Hall.

After undergoing a 3-year revamp, Toronto's legendary music venue reopened its doors in late November of 2021. The completed renovation includes a restored exterior and interior of the heritage concert hall and the addition of a 7-story tower to the south. With 4+ performance venues onsite, 280+ ticketed performances per year, and 500,000+ anticipated visitors throughout the year, Grolsch will be well-positioned to deliver its commitment to highlighting music in a diverse range of musical spaces.

The new partnership features two official Grolsch Bars on the second and third levels of the venue bringing concertgoers together in a spacious and modern bar area. Patrons will be able to enjoy a selection of Grolsch, Perioni Nastro Azzurro, and Asahi Super Dry giving them a great opportunity to mingle over a drink and show in the newly renovated space.

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