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Newmarket signs new sponsorship agreement for Riverwalk Commons

The new sponsorship deal is for five years, dollar value undisclosed
The Ice Lounge at Riverwalk Commons will have a slightly new name after the latest sponsorship deal signed by the Town.

Newmarket has secured a new five-year sponsorship from Mercedez-Benz Newmarket for the naming rights to many downtown features and events.

The town announced the sponsorship Dec. 1, which will include the naming rights for the downtown skating and water feature, the ice lounge, as well as the Frozen Fridays event series. The sponsorship deal also includes the Splash of Culture event and a new backstage lounge during the TD Newmarket Music Series.

“Riverwalk Commons is a space where our community comes together for music, recreation, and events,” Mayor John Taylor said. “This partnership with Mercedes-Benz Newmarket aligns with council’s ongoing commitment to responsibly invest in entertainment and events for all ages and in outdoor spaces where we can gather together and make lasting memories.”

The town regularly sells off naming rights for its facilities and events in a bid to get more into the town’s coffers. The town said these deals allow it to “continue to elevate the high-calibre experiences” it offers to the community for free or at a low cost.  

Asked about what the value of the agreement is,the town said the dollar values are kept confidential "as part of the contractual agreement with each business."

Mercedes-Benz Newmarket managing partner Brian Fulton said the company strives to be actively involved in its community. 

“Our home, the town of Newmarket, is alive and vibrant and growing this partnership with the Town of Newmarket is one way we can give back and be a part of our community, supporting activities that bring us all together,” Fulton said.

The car dealership is under the Zanchin Automotive Group, which also supports the town partnership.

“We’d like to thank the Town of Newmarket for this opportunity to engage in a meaningful way,” group founder and president Joe Zanchin said. 

The company is taking over the naming rights for the skating and water feature from Tim Hortons. The town said it would be updating signage in the area this week.

The new sponsorship comes with Frozen Fridays set to kick off tomorrow. The town said council members and Mercedes-Benz representatives will be on site to announce the partnership and open the event at 6 p.m. at the Riverwalk Commons. 

More information about the town’s sponsorships is available on the municipal website.