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

Updated: Jun 24


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-storey tower to the south. With 4+ performance venues onsite, 280+ ticketed performances per year, and with 500,000+ anticipated visitors throughout the year, Grolsch will be well positioned to deliver its commitment in highlighting music in a diverse range of musical spaces.


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