The City of Mississauga is removing the Paramount Fine Foods name from its major sports and entertainment venue, alleging the restaurant chain failed to make required payments. Starting June 1, the complex on Rose Cherry Place will be temporarily called the Mississauga Sports and Entertainment Centre until a new naming partner is secured.
City Terminates Agreement
In a press release Tuesday, city officials stated that the naming rights and concession agreement with Paramount Fine Foods was terminated unilaterally due to lack of payment. The city is now considering legal options to recover funds. Officials emphasized that all scheduled events at the venue, formerly known as the Hershey Centre and home to the Raptors 905 team, will proceed as planned.
“The city unilaterally terminated the contract with Paramount Fine Foods for lack of payment and is in the process of considering its legal options for remedy,” the release said. The city is working directly with tenants, sports organizations, partners, and event organizers to ensure a seamless transition.
CEO Responds
Mohamad Fakih, founder and CEO of Paramount Fine Foods, responded on social media, claiming it was Paramount’s decision to end the sponsorship. In an Instagram video, he said the chain is redirecting its community investment toward new initiatives.
“After more than a decade, we’ve made the decision to conclude our sponsorship and redirect our community investment toward new initiatives,” Fakih stated. “While our name may no longer be on the building, our commitment to Mississauga remains as strong as ever. We look forward to continuing to invest in our community and sharing new initiatives in the months ahead.”
Controversial Social Media Activity
Fakih, who was appointed to the Order of Canada in 2022, has faced criticism for his persistent social media posts against Israel and its supporters. In August, he posted on X: “On behalf of literally every Canadian of conscience: If you are a Canadian and a supporter of Israel, you do not have basic human values, let alone Canadian values. Your tweets and messages are saved and known to all of us. They live.”
The backlash led to a nationwide petition to remove him from the Order of Canada, supported by politicians Roman Baber, Kevin Vuong, Lisa MacLeod, and Selina Robinson. Baber told the Toronto Sun, “To suggest that anyone who is a supporter of Israel lacks human values is dehumanizing. And to suggest that someone’s identities are being saved and recorded would reasonably be construed as threatening. This is conduct unbecoming of someone called to the Order of Canada.”
