
Scotiabank paid roughly $800 million to get the rights for its namesake arena in Toronto, but for two nights, it is willing to share with one of its key cultural partners: Drake’s lifestyle brand October’s Very Own.
Toronto’s Scotiabank Arena will be renamed the October’s Very Own Arena on Oct. 6 and 7, when Drake will be performing as part of his current “It’s All A Blur” tour. The change is complete with new exterior signage and branding on social media channels. Artwork from the tour is also being featured on billboards and signs leading up to the arena, as well as a TTC bus that has been running for the last week and will be parked outside during the concerts.
In addition to welcoming Drake home for his performances, the execution also pays tribute to the 10-year anniversary of partnership between OVO and the Toronto Raptors, during which the rapper has been a fixture at courtside during games as its “global ambassador.”
“Drake and October’s Very Own have played a pivotal role in the success of the Toronto Raptors over the past ten years and this precedent-setting relationship has captured the attention of fans locally, across Canada and around the world,” said Shannon Hosford, CMO at MLSE, which owns the Raptors and the arena they play in. “We knew there was no better way to say ‘Happy Anniversary’ to the team’s global ambassador than with a never-seen-before transformation of Scotiabank Arena that embodies the creativity of our partnership and truly makes the venue ‘Drake’s House’ for the next two nights.”
Scotiabank signed a 20-year deal for the naming rights to arena in 2018 and Tangerine, the bank’s digital brand, is the official bank of the Toronto Raptors. The temporary change, pitched by Scotiabank, is described as the bank “sharing” its rights.
“Scotiabank Arena has been proud to host countless significant events and cultural celebrations since we established our partnership with MLSE,” said Laura Curtis Ferrera, CMO at Scotiabank. “The venue has grown into a cultural institution, holding a special place in the community with its commitment to the city, fans, and the diverse communities it serves. Scotiabank is thrilled to help celebrate another Toronto icon.”
As part of the shows, a digital 50/50 lottery will be running, with one lucky winner taking half of the proceeds and the remaining supporting the MLSE Foundation and The Remix Project, an organization that helps youth overcome barriers pursuing careers in arts and entertainment.