In the search for sustainable non-dues revenue, Canadian associations often turn to the usual suspects: exhibit booths, advertising, title sponsorships, and affinity programs. While these tactics work, they’re often short-term or transactional. One of the most underused yet high-impact tools in your sponsorship toolkit? Naming rights.

While naming rights are more commonly associated with hospitals, theatres, or sports arenas, they’re just as relevant for associations—especially those with flagship programs, awards, digital platforms, or major conferences. The key is to understand the distinction between naming rights and title sponsorships, and to identify which of your assets can carry long-term naming potential.

Naming Rights vs. Title Sponsorships: A Strategic Distinction

Title sponsorships are typically short-term and event-focused. A sponsor’s name appears on an event for one year or campaign cycle: “The ABC Insurance Annual Policy Forum.” Once the event ends, so does the sponsorship visibility. These are valuable but impermanent.

Naming rights, on the other hand, are longer-term and integrated into the identity of the asset. Naming rights are associated with legacy, impact, and institutional alignment. A naming partner isn’t just sponsoring an initiative—they’re investing in it.

Associations can offer naming rights to programs, awards, digital resources, leadership initiatives, and more. Below are some of the most effective—and underused—examples.

1. Naming Rights for Signature Programs and Initiatives

Your association’s most high-profile programs are often its most powerful naming assets. These initiatives typically have longevity, strong alignment with your mission, and high member engagement—and this makes them ideal for long-term brand partnerships.

A leadership development program could be named, for example, “The TD Future Leaders Academy,” reinforcing TD’s commitment to workforce development and elevating its visibility across your member base.

A mentorship initiative for underrepresented groups could attract sponsors committed to EDI (equity, diversity, and inclusion) goals, such as, for instance, “The Manulife Mentorship Exchange for New Canadians in Finance.”

A certification preparation program, or an online professional development track, could be named to reflect a sponsor’s role in advancing excellence in the field.

Unlike title sponsorships, naming rights on these assets position sponsors as long-term enablers of professional growth, not just advertisers.

2. Awards and Recognition Opportunities

Awards are natural candidates for naming rights—because they’re prestigious, repeatable, and often shared widely across media, social channels, and member communications.

An individual award can carry a sponsor’s name year after year, such as, “The CIBC Excellence in Leadership Award.” This positions the sponsor as a champion of the very behaviours or values being recognized.

An entire awards program or gala can carry naming rights: “The Deloitte Awards for Construction Innovation,” for example. The brand benefits from exposure during nominations, judging, promotion, and the event itself.

Even student or emerging leader awards can be compelling for banks, law firms, and industry suppliers hoping to build brand loyalty with the next generation.

Because award recipients and their organizations often promote their wins, naming rights here create ripple effects well beyond the ceremony itself.

3. Digital Assets and Online Learning Hubs

Associations are increasingly investing in digital infrastructure—and sponsors are eager to be associated with innovation, accessibility, and member learning.

An on-demand learning portal could become, for example, “The Cisco Centre for Virtual Training,” with sponsor branding woven into the user experience, login pages, and course certificates.

A member resource library—housing reports, toolkits, or policy templates—can be named after a sponsor committed to knowledge sharing:, “The KPMG Knowledge Exchange,” for example.

A career development microsite or job board can be sponsored by a partner looking to support talent development in your field.

These assets live year-round, provide regular impressions, and allow sponsors to support your mission in a more meaningful and data-driven way.

4. Named Events Within Larger Conferences

Even if your annual conference already has a title sponsor, consider the many nameable components within your event. These sub-branded elements are ideal for sponsors who want more targeted visibility.

A CEO Breakfast, Women in Leadership Panel, or Young Professionals Roundtable can be named after a company aligned with that audience segment.

A wellness lounge, charging station, or quiet zone offers nameable space that improves the attendee experience and positions the sponsor as thoughtful and member-focused.

Recurring elements—like an Innovation Showcase or Regulatory Town Hall—can carry a name every year, tying a sponsor to critical conversations in the sector.

These opportunities allow sponsors to “own the room” and provide visibility that is immersive and memorable.

5. Named Funds, Bursaries, and Grants

Associations that offer financial assistance or career development support can easily translate these assets into naming opportunities—especially appealing to sponsors that want to demonstrate community investment or commitment to diversity.

A conference travel bursary could be named, for example, “The RBC Member Mobility Fund,” giving sponsors visibility in member outreach, event programming, and post-event reporting.

A microgrant program for student chapters or start-ups can attract sponsors that want grassroots credibility: “The Bell Emerging Innovators Fund,” for instance.

Even a named innovation challenge or hackathon prize can offer sponsors powerful branding in a results-oriented context.

These naming rights allow companies to be seen as enablers of progress, learning, and opportunity within the profession.

Keys to Success: Unlocking Naming Revenue Strategically

Take inventory. Start by auditing your existing assets—events, programs, awards, platforms, spaces—and identify which ones have consistent visibility and strong alignment with your mission.

Create multi-tiered offerings. Not every naming opportunity needs to be six figures. Offer a range—from $5,000/year for a student award to $100,000 over five years for a digital platform.

Package naming rights with other benefits. Combine naming with speaking opportunities, social promotion, hosted webinars, or co-branded content to create full partnership offerings.

Be clear about terms. Specify duration, renewal options, visibility guidelines, and exit clauses in writing. A standard naming rights policy helps avoid ambiguity.

Final Thoughts

Naming rights offer associations a way to move beyond transactional sponsorships and into long-term, mission-aligned partnerships. By identifying the right assets, developing clear packages, and telling compelling stories about impact, you can turn programs and platforms into naming opportunities that benefit your members, your sponsors, and your bottom line.