Moose Jaw City Council’s executive committee received an update this week on how the City’s advertising and sponsorship program is supporting local recreation facilities, including new naming rights agreements and ongoing opportunities for local businesses.
Scott Osmachenko, Recreation Services Manager, presented the report Monday, noting that $158,423 in net revenue was generated in 2024, with $88,824 collected as of July 14 this year.
“Advertising and sponsorships are an essential tool for generating revenues to reduce the City’s subsidy requirements for recreation facilities and programs,” Osmachenko told councillors.
“They also help fund facility upgrades and enhance the customer experience.”
Recent highlights include:
- The Yara Centre naming rights deal, extended through 2032 at $50,000 per year.
- A new agreement for Kinsmen West Park at $10,000 annually through 2029.
- An updated five-year agreement with the Moose Jaw Warriors that gives the City 80% of advertising revenue from arena signs at the Temple Gardens Centre, an increase from the previous 50/50 split.
Osmachenko explained that the Warriors are permitted under the agreement to bundle advertising packages across multiple City facilities, including Kinsmen Arena, Pla-Mor Palace, and local ball diamonds.
“This approach helps both the City and the Warriors. It maintains value for sponsors and ensures that ad revenue is going back into facility capital improvements,” he said.
During discussion, Councillor Patrick Boyle pointed out that some advertising spaces in arenas remain empty and asked about potential for additional placements.
Osmachenko responded that opportunities are still available and encouraged businesses to reach out.
“There’s definitely room for more advertising, and we continue to work with EMJ Marketing to promote those opportunities,” he said. "On the City of Moose Jaw website, there is an advertising and sponsorship section at the top (under the Parks, Recreation & Culture tab) where they can download both the brochures for the MJ package and the Moose Jaw Warriors package.
"Or they can contact the Parks and Recreation services and get in contact with us for a variety of advertising opportunities, from naming rights to program sponsorships to signage, digital, whatever. And the advertising package starts at, you know, whatever your needs are. We can meet that."
When asked about naming rights at the Moose Jaw Curling Centre, Osmachenko clarified that the facility falls outside the scope of the current report but that negotiations with a proponent are underway.
Under the City’s current policy:
- Revenue from Moose Jaw Warriors arena advertising goes into a capital reserve fund for parks and recreation improvements.
- Naming rights revenue can be used for operating budgets or capital costs.
- Advertising revenue from other facilities supports programming or maintenance.
The program follows guidelines set out in the City’s Advertising and Sponsorship Policy approved earlier this year, which aims to balance revenue generation with maintaining public trust and protecting the integrity of City-owned assets.
“The policy ensures a consistent and formal approach to advertising and sponsorship opportunities,” Osmachenko noted.
The next update on advertising and sponsorship activity is expected in early 2026.