Civic Theatres Toronto announces a strategic partnership with Meridian which includes the naming rights for two iconic Toronto cultural properties. Meridian, Ontario’s largest credit union, is committing $30.75-million over 15 years to the partnership, one of the largest agreements of its kind in the arts and culture community in Canada. Civic Theatres Toronto also announces the rebranding of the organization to TO Live and the launching of the TO Live Foundation to encourage community engagement.
The Sony Centre for the Performing Arts and the Toronto Centre for the Arts will respectively become Meridian Hall and Meridian Arts Centre as of September 15, 2019.
In addition to exclusive naming rights for the venues, the expansive partnership will include Meridian branding and content fully integrated into the venues, as well as the centres’ digital and promotional platforms.
“We are very excited about this new partnership with Meridian,” said Clyde Wagner, president and CEO of TO Live. “It was important for us to find a partner whose values align so closely with ours and who share a commitment to building strong and enduring communities. Meridian is a natural fit for TO Live and an ideal partner to help achieve our vision for arts and culture in Toronto.”
“We are thrilled to enter this long-term partnership to help enrich the cultural vibrancy of the city, province and country,” said Bill Maurin, president and CEO of Meridian.
For more information, visit www.tolive.com.
Photo: The Sony Centre for the Performing Arts to be rebraned as Meridian Hall