Rogers Forum: A New Name for Abbotsford's Sports Hub

A significant transformation is underway in Abbotsford. The Abbotsford Centre has been rebranded as the Rogers Forum. This change comes as a result of a strategic partnership between the city, Canucks Sports and Entertainment (CSE), and Rogers Communications.

Key Details

• Ownership and Management: The city owns the venue, while CSE has managed it since 2022 for an annual fee of $750,000. Additional revenue is contingent on high ticket sales, though this has not yet materialized.
• Rogers' Involvement: Rogers, a prominent telecommunications company, has a history of naming venues, including Rogers Arena in Vancouver and Rogers Place in Edmonton. The city approved the name change.
• Mayor's Perspective: The mayor of Abbotsford is optimistic about the deal, believing it will benefit the city and enhance the venue's appeal.

Enhanced Partnership

CSE and Rogers are collaborating more closely. Rogers is now the official telecommunications partner for the Abbotsford Canucks. Their goal is to make the venue a premier destination for both sports and entertainment events.

• Upcoming Events:
• Nov. 26: First concert at Rogers Forum.
• Dec. 2: Abbotsford Canucks' inaugural home game.

Unanswered Questions

Despite the excitement, some details remain unclear:

• The duration of the deal with Rogers.
• Any financial benefits the city may receive from the partnership.
• The timeline for updating the venue's signage to reflect the new name.

Broader Context

This agreement is part of a larger collaboration between Rogers and the Vancouver Canucks, which includes initiatives like supporting youth hockey and broadcasting games.