WinSport Launches Search for Naming Rights Sponsors to Boost Revenue
The primary venue from the 1988 Winter Olympics is now offering naming rights for its most significant facilities as part of a strategic revenue generation initiative. WinSport, the non-profit organization operating Canada Olympic Park on Calgary's western edge, is actively pursuing corporate sponsorships for two of its premier assets.
Targeting Major Facilities for Brand Partnerships
According to WinSport CEO Barry Heck, the organization is focusing on what he describes as "big marquee, blue chip assets" for potential sponsorship opportunities. The two primary facilities being offered for naming rights include the newly-expanded Frank King Day Lodge and the WinSport Event Centre, which features a nearly 3,000-seat hockey arena that has hosted numerous sporting events and concerts.
The day lodge is currently undergoing a substantial $43-million modernization project that began last year and is expected to be completed after the current ski season. This renovation is adding approximately 22,000 square feet to the facility while renovating another 58,000 square feet, significantly expanding its capacity and potential uses.
Financial Imperatives Driving Sponsorship Search
The sponsorship initiative comes at a critical time for WinSport, which has faced significant financial challenges following Calgary's failed bid for the 2026 Winter Olympics. Heck emphasized that the millions of dollars from potential sponsorships have become increasingly vital in the absence of both outside revenue sources and the financial support that a successful Olympic bid would have provided.
"It's a process and these things take a lot of time — we'll only do it with the right partner," Heck stated, noting that while discussions have occurred with potential sponsors, the organization hasn't yet found the ideal fit. He added that there are other, smaller facilities throughout WinSport that could also be branded through sponsorship agreements.
Broader Impact of Failed Olympic Bid
The financial pressures facing WinSport are directly connected to the 2026 Olympic referendum results, where 56.4 percent of Calgary voters rejected the bid. Heck described this outcome as "an incredible blow, not just to WinSport but to the University of Calgary and the city of Calgary."
He specifically noted that another casualty of the failed bid was the Olympic Oval at the University of Calgary, whose ice-making capabilities for speedskating have deteriorated. The university has since launched a fundraising campaign with a $65 million goal to upgrade the facility, including installing a new ice slab, creating a wider access tunnel, adding a running track and modern weight rooms, implementing gender-neutral changing rooms, and renovating office spaces.
Strategic Importance of Revenue Diversification
While acknowledging that WinSport maintains "a significantly strong balance sheet," Heck emphasized that corporate sponsorships represent an essential pillar of the organization's financial strategy. He explained the necessity of diversifying revenue streams, stating, "There's only so many wells you can go to, you can only sell so many ski lessons."
The expanded day lodge is expected to broaden WinSport's appeal and inclusivity as the organization seeks to attract a wider range of visitors and users. The modernization project aims to enhance the facility's versatility and accessibility, potentially increasing its value to prospective corporate sponsors.
As WinSport continues its search for appropriate naming rights partners, the organization remains committed to finding sponsors who align with its values and mission while providing the financial support necessary to maintain and enhance Calgary's premier winter sports facilities for future generations.
