A deal announced this week for advertising rights at Laurentian University varsity sports games aims to lower the “ever-increasing” cost of participating in varsity sports.
At a joint press conference, Laurentian University Athletic Department and Northern Transit and Arena Advertising Agency (NTAAA) announced the deal.
Peter Hellstrom, director of athletics at Laurentian, said in a press release the deal is a good opportunity for the Voyageurs and for student-athletes in Sudbury, one that will hopefully mitigate the continually rising cost of varsity sports.
“With [NTAAA’s] help, we hope to lessen the ever-increasing financial demands that our student-athletes face to compete in varsity sports,” Hellstrom said. “They will also provide a valuable link between our student-athletes and the local business community that will only serve to better prepare our students for their lives after graduation.”
In a press release announcing the agreement, NTAAA is described as “the first local agency of its kind in Greater Sudbury.” The firm specializes in sports marketing and outdoor and arena advertising.
The agency was opened in 2018 by former Sudbury Wolves’ owner Mark Burgess. Currently the firm is operating in Sault Ste. Marie and North Bay, and recently won the rights to provide advertising signage in 15 community arenas in Greater Sudbury. NTAAA also provides digital billboard advertising in Sudbury. The agency also serves in an advisory leadership role to the Rayside Balfour Jr. A Canadians of the Northern Ontario Junior Hockey League.
“Laurentian’s varsity teams have been under-valued in our community and the athletes, coaches and teams have earned the support and respect of our community and the business community in particular,” said Blaine Smith, managing director of NTAAA and the former GM of the Sudbury Wolves. “We look forward to connecting Laurentian’s 300 student-athletes and the 500,000+ spectators and user groups that utilize Laurentian’s sports venues, with local businesses in search of effective engagement advertising to an enticing consumer market.”
The press release issued this week also included details of the agreement. Under the deal, NTAAA will provide new revenues to help offset the operating costs for the varsity teams; forge new partnerships with local businesses and Laurentian Alumni partners; partner with Laurentian’s Sports Administration program and provide students with new internships, and; create relationships with student-athletes and local businesses for future employment benefits
