Midcontinent Communications to Brand Aquatic Center

Midcontinent Communications to Brand Aquatic Center

Midcontinent Communications to Brand Aquatic Center

In a trend setting move, Midcontinent Communications and Sioux Falls have entered into an agreement for the naming rights of the indoor aquatic center located at the Spellerberg Park.

The new facility will be known as Midco Aquatic Center once it’s opened in 2016. In a press statement, Senior Vice President of Public Policy at Midcontinent Communications Tom Simmons said the deal will be of great value. Midcontinent will be the exclusive title sponsor and exclusive provider of landline telephone, broadband Internet, and cable TV service in the new facility.

“We’re excited to help offset the costs to Sioux Falls residents with our sponsorship of the Midco Aquatic Center. Midcontinent has always been very active in supporting non-profits, community appeals, and sponsorship’s. We’re proud to have this opportunity as the new aquatic center becomes a leading destination for Sioux Falls residents and our surrounding communities.” The deal will see customers at the facility enjoy free and powerful Wi-Fi service from Midcontinent.

According to the statement released by the company to the media, the naming rights agreement includes a significant presence of Midcontinent’s brand on the exterior of the building, monument signage, recreation pool bottom, seating, and other potential areas. The sponsorship agreement is for ten years and has a total package value of $2.2 million.

Mayor Mike Huether said about the deal; “Midcontinent Communications is one of those ever-present stewards in our community that is there for Sioux Falls. This monster sponsorship agreement is another example of how public/private partnerships are getting things done while saving taxpayer dollars at the same time.”

Legends Global Sales pursued the deal on behalf of Sioux Falls and it started in February. Sponsorship revenue will help fund operations at the new Midco Aquatic Center. The agreement and name are subject to Parks and Recreation Board and City Council approval, in accordance with the process for naming City-owned facilities.

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