Abbotsford Centre renamed as Rogers Forum

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The Abbotsford Centre is no more, as the City of Abbotsford, Canucks Sports and Entertainment (CSE) and Rogers Communications announced on Thursday (Nov. 13) that the venue has been renamed the Rogers Forum.

The AC had operated without a naming rights sponsor since its opening in 2009 and CSE have managed the building since the 2021-22 season.

The Rogers branding is also used in venues such as Vancouver’s Rogers Arena, Edmonton’s Rogers Place, Toronto’s Rogers Centre and Rogers Stadium (also in Toronto).

The name change had to be approved by the City of Abbotsford, as they remain the owners of the building. CSE’s five-year contract to manage the venue officially began on Jan. 1, 2022.

The contract sees the City of Abbotsford pay the Canucks $750,000 a year to manage and operate the building. The Canucks manage staffing, event bookings, ticketing and food and beverage management.

There are opportunities for revenue sharing where the City benefits from enhanced financial gains by sharing in the profits if there are an average of 5,000 tickets sold per regular season game. That 5,000 average has not yet been achieved.

The News has asked the City if they receive anything from the naming rights deal and also the length of the deal, but a reply has not yet been received. New signage has not yet been put up and The News has also asked when installation will occur.

Abbotsford mayor Ross Siemens stated he’s pleased to see the City join forces with Rogers.

“Since 2021, our partnership with Canucks Sports and Entertainment has fostered strong community connections and economic benefits for Abbotsford,” he said. “We are proud to have Rogers joining the Abbotsford team as naming partner, and excited to continue attending shows and cheering on the Abbotsford Canucks at Rogers Forum.”

CSE president of business operations Michael Doyle echoed the mayor’s thoughts.

“We’re proud to strengthen our longstanding partnership with Rogers and celebrate this next chapter for the City of Abbotsford,” he said. “Rogers Forum has become a true gathering place for the Fraser Valley, a space where our community comes together to cheer, connect, and celebrate. Alongside the City and Rogers, we’re excited to continue growing the venue’s impact as a vibrant hub for sports, live entertainment, and unforgettable experiences.”

It was also announced on Thursday that Rogers is the official telecommunications partner of the Abbotsford Canucks.

“We’re excited to expand our partnership with Canucks Sports & Entertainment and bring Rogers Forum to life as a hub for players, fans and families in the Fraser Valley,” stated Terrie Tweddle, the chief brand and communications officer of Rogers. “This partnership reflects our ongoing commitment to connecting fans in BC to the best experiences – on the ice, on the stage, and in the community.”

According to the press release, the naming of Rogers Forum builds on the more than decade-long partnership between Rogers and the Vancouver Canucks, which also includes media and broadcast rights with Sportsnet, and initiatives that support youth hockey in the community through various campaigns with Canucks for Kids Fund.

The first event under the Rogers Forum branding is The Tea Party, Headstones and Finger Eleven concert on Nov. 26. Country artists Paul Brandt and Terri Clark are then scheduled for Nov. 29. The Abbotsford Canucks first home game under the Rogers Forum banner is set for Dec. 2.

For more on the venue, visit rogersforum.com.