MOOSE JAW — With the Selects Football program being the main user of the Yara Centre, it will soon have the opportunity to acquire on-field advertising sponsorships once new turf is installed.
During its recent executive community meeting, city council unanimously authorized city hall to sign an advertising license agreement with the elite sports program so it can sell up to four logos on the indoor turf. Moreover, each logo must be sold for a minimum of $40,000, with a maximum payment term of 10 years.
Furthermore, council authorized Selects Football to install its program logo at centre field, instead of a sales commission, as long as it sells at least one extra logo. If the program can’t secure any sales, it must pay all costs of installing its logo.
Meanwhile, all the sales proceeds will go into the parks and recreation advertising program capital reserve account to support future renewal projects at the building.
This recommendation will become official once council approves the meeting minutes at its next regular meeting.
While one advertising logo will generate $40,000 in revenue, after overhead costs are removed, that will net the city $17,315, a council report said. Four logos would generate $160,000 in revenue, while removing overhead costs would net the city $120,005.
During its 2025 budget discussions, council approved the full replacement of the Yara Centre turf for $869,685, with $368,148 coming from the former capital reserve and $501,537 from the general capital fund, the report continued.
Selects Football has been the primary tenant since 2018 and holds a license agreement until 2027, with the agreement giving the organization priority turf bookings and access to office and storage space.
During the 2024-25 year, the Selects booked more than 900 hours and contributed to the city’s economy by holding tournaments and events at the venue, the report said. Meanwhile, Yara Belle Plaine, the building’s naming rights sponsor, has expressed no concerns with the project proposal.
The report noted that there are several benefits to having advertising embedded directly into the turf, including:
- Enhancing Selects Football’s visibility and helping grow its program
- Creating a mutually beneficial revenue-sharing opportunity that helps fund capital renewal projects and reduces the financial burden on taxpayers
- Enabling businesses to invest in the community while gaining long-term advertising exposure
- Offering flexible payment terms for businesses to advertise; the exposure period aligns with the expected lifespan of the turf since the logos are permanently installed
Meanwhile, the city’s recreation division and capital projects co-ordinator are working to minimize the effects that venue users may experience while the turf is being installed, the report added. The venue may also temporarily relocate fitness programs, limit access to the turf and track, and possibly extend memberships.
“I think this is a good deal. The Selects are an important part of that facility and is certainly something we want to keep there,” said Coun. Patrick Boyle.
The program brings in a significant amount of tourism and revenue with the tournaments, which included an international event last year that attracted teams from the United States and Mexico, he continued. Therefore, this agreement “is a no-brainer” for the city.
Coun. Heather Eby said it would be awesome to have logos on the turf, while having new turf would also be great and freshen up the venue.
The next regular council meeting is Monday, May 12.
