Name game

A new name is on the way for B.C. Place Stadium.

Taxpayers are on the hook for much of the $563 million budget to renovate the 1983-opened stadium. Some of the costs are supposed to be defrayed by the sale of naming rights.

B.C. Pavilion Corporation chairman David Podmore told me in mid-January that the corporate naming deal could be decided in late March or early April. Timing for the announcement would hinge upon both government approval and the marketing strategy of the sponsor itself. Though he refused to offer any hints, he said the companies involved in negotiations were not government enterprises. Podmore also said Paragon Gaming and its Edgewater Casino were not in the running for the name. B.C. Place general manager Howard Crosley said Budweiser was not a candidate, despite becoming the official stadium beer.

So the speculation continues.

Four highly active sectors appear to be the most logical from which to draw a naming rights sponsor: financial services, telecommunications, energy and retail.

Scotiabank already sponsors arenas in Ottawa and Calgary, is the naming sponsor of Nat Bailey Stadium in Vancouver and is the official bank of the Richmond Olympic Oval. If its name went up on the B.C. Place marquee, would shareholders question whether it's in the banking or stadium business? BMO already has its name on Toronto FC's stadium. Which might make RBC the most logical suitor. RBC has had a low profile since it sponsored the 2010 Winter Olympics and its torch relay.

Telus hung up on Canucks Sports and Entertainment after General Motors decided to drive out of its deal for "the Garage" early. Rogers slipped in last July, weeks after Bell slapped its name on the jerseys for the Vancouver Whitecaps. Bell is also the name on the Empire Field pitch. Expect the Whitecaps to play on Bell Pitch beginning in October. Vice-president Loring Phinney told me the company is not bidding for the building's name.

Telus CEO Darren Entwhistle said at the March 9 unveiling of the $750 million Telus Gardens office complex proposal that the stadium naming rights are of interest to his company.

On March 1 Terasen Gas became FortisBC. Natural gas is plentiful in B.C. where Fortis is the biggest distributor. The Newfoundland-based company has utility operations in five provinces, plus hotel and commercial properties. The Fortis board of directors includes Podmore. Podmore was instrumental in convincing Fortis to underwrite the Olympic cauldrons at B.C. Place Stadium and Jack Poole Plaza. Could Podmore also convince his fellow directors to turn the stadium into FortisBC Place?

In January, U.S. discount retailer Target bought leases for Zellers' 220 stores for $1.8 billion from Hudson's Bay Company. The Minnesota company plans to convert as many as 150 to Target by 2014. Naming rights to the stadium would be beneficial, if it were to begin the makeover early,