By Tyler Waugh, Local Journalism Initiative Reporter, The Pearl
The City of Mount Pearl has inked a 10-year deal with Capital Ford Lincoln for naming rights to the Glacier Arena.
The agreement was announced June 2 and is worth $400,000 over the total 10-year term, during which the facility will be known as the Capital Ford Glacier Arena.
“As a city, we are proud to partner with the Capital Auto Group to invest back into our community,” said Mayor Dave Aker. “The Howard Family has a strong history of supporting recreation and youth sport in our region. This agreement helps ensure the Glacier Arena remains an affordable and welcoming place for families, athletes, and visitors.”
The Glacier was built in 1993 as a three level multi-purpose complex with a second ice surface built in 2012.
The naming deal materialized after a series of discussions between the city and Capital Auto Group and The Howard Group, to which Capital Ford Lincoln belongs.
“These initial conversations evolved into a formal agreement that reflects shared priorities, including maintaining accessible, high-quality facilities for residents,” said Kerri Hodder, the city’s marketing and communications officer.
Under terms of the agreement, the Capital Ford Glacier will feature a range of new branding and sponsorship elements throughout the facility, including: exterior LED-lit signage; rink board advertising and additional signage space; a “Selfie Zone” display; lobby and entrance banners; ice resurfacer branding in both arenas, and dressing room door branding.
The City indicated the enhancements will be rolled out in phases and are designed to ‘elevate the overall experience for users while maintaining the integrity of the facility.”
The city will continue to operate and manage the facility, ensuring programming, access, and community use remain a priority. Revenue from the deal will go to maintenance and improvements, helping to keep ice time accessible and the facility in top condition.
Capital Auto Group has operated in the automotive industry in Newfoundland for more than four decades and has more than 500 employees.
“Growing up in Mount Pearl, our family spent countless hours together at the Glacier Arena,” said Jon Howard, CEO of The Howard Group. “We understand the important role facilities like the Glacier play in the lives of young athletes, families, and the broader community. Our own experiences helped shape who we are, so having the opportunity to give back to the city that has given us so much is very meaningful.”
Hodder said the City remains open to future partnership opportunities, but there are no active plans to pursue additional naming rights.