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Sponsorship Canada Closes Transformative Naming Rights Deal for Legendary Concert Venue

December 8, 2020 – Sponsorship Canada a subsidiary of REVXM facilitates transformative 16-year naming rights agreement for the new Allied Music Centre, home to the iconic Massey Hall. REVXM’s brokerage arm, Sponsorship Canada specializes in naming rights transactions and brokered the deal on behalf of client Massey Hall. Congratulations to Massey, Allied Properties and the teams at REVXM and Sponsorship Canada.

With enormous gratitude, Massey Hall today announces that Allied Properties (TSX:AP.UN), a Canadian provider of creative urban workspace, has made a landmark contribution to the Massey Hall Revitalization. This transformative support expands the project’s original scope and introduces Canada’s premiere multi-purpose performance facility, Allied Music Centre, home of historic Massey Hall.

“We’re truly grateful for the opportunity to partner with historic Massey Hall,” said Michael Emory, President & CEO of Allied. “This partnership will enable us to contribute meaningfully to our communities. It will also enable us to propel our vision over an extended period of time and to enrich the experience of the many creative organizations and people who use our urban workspace across the country.”

Massey Hall will always be called Massey Hall, but Allied’s significant investment to the Revitalization is the catalyst for the creation of Allied Music Centre. Featuring NEW state-of-the-art performance venues and dedicated spaces for Artist Development and Education & Outreach initiatives, all located in the 7-storey tower adjacent to the National Historic Site.

These previously unannounced additional spaces include:

The Theatre An entirely new and intimate venue that will be a welcome addition to Toronto’s music ecosystem, serving as a launch pad for emerging artists and a home for community programming and engagement. With retractable seating akin to Massey Hall’s revitalized orchestra level, it easily transforms from traditional theatre for more intimate performances and presentations – seating 100, into a standing room club or education workshop setting.

The Studio With the acoustic treatment and technical capability you would expect of a professional recording facility, The Studio has multi-function flexibility for educational programming and artistic development at the core of its design.

The Studio adapts to a range of these uses, whether as a “wired” classroom for education programs delivered in person or remotely, as space for emerging artists to create, or as a sequestered rehearsal space for acts performing at any of the venues.

Artists’ Lab A suite of dedicated resources for creators providing all the modern tools needed to develop their craft. Featuring professionally appointed digital audio workstations, a unique instrument library, acoustically treated practice rooms, and more – a home for artists.

The Lounge A gathering place for artists, industry, and fans alike, the Lounge will offer a casual gathering place for the music community by day and will be abuzz at night as concert-goers and creatives mingle and take in the awe-inspiring view of the city.

This extraordinary investment is a testament to Allied’s on-going commitment to creativity and connectivity and a bold extension of their Make Room for the Arts program, an initiative providing much-needed affordable spaces to the artistic community.

“In Allied, we have found a partner who shares our values, believes in our mission, and from day one wanted to know what they could do to make the Massey Hall Revitalization even more impactful to the community,” said Jesse Kumagai, President & CEO, The Corporation of Massey Hall and Roy Thomson Hall. “As a result, their insightful and meaningful investment is not only bringing Massey Hall a significant step closer to reopening, but also serving as the catalyst for expanded scope, adding a new performance venue and dedicated spaces for artist development and music education. We are immeasurably grateful for this remarkable contribution to Canada’s music scene!”

When complete, Allied Music Centre will play a profound role in our cultural ecosystem, creating inspiring new opportunities for artists and music fans at every step along their journeys. From emerging artists making their debut to the world’s most celebrated stars, young students discovering a passion for music to lifelong fans soaking in the energy of live performance, Allied Music Centre will be a home for all music and all people.

As previously announced, the Massey Hall Revitalization will restore and renew both the interior and exterior of this National Historic Site, unveil over 100 restored original stained glass windows, introduce new music venues, feature archives and exhibits located throughout and, offer a new retractable seating option on the orchestra level of the Allan Slaight Auditorium for energy charged performances.

Also previously announced, the new seven-story tower – in addition to today’s announcement will feature; a new 500-capacity club with incredible sightlines to the city, additional patron amenities that will include accessible seating options throughout and, state-of-the-art production facilities with turnkey content capture, wired to every stage and studio in Allied Music Centre.

For more information, visit

Media Inquiries:

Stacia Zack/

416-703-3589 ext 221


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