Sault event centre undergoing name change.

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Sault Ste. Marie's event centre is undergoing a name change.

The city has started rolling out changes to reflect the facility's new sponsor, Green for Life Environmental Inc., and soon the sports and entertainment facility will be known as GFL Memorial Gardens.

GFL Environmental Inc. won the naming rights to the centre back in May. The city advertised for new sponsorship after the previous agreement with Essar Steel Algoma expired.

"Having naming rights means more than a traditional corporate sponsorship. Naming rights provide a valuable opportunity to create a positive association with the City of Sault Ste. Marie through marketing, advertising, hospitality, website and promotional materials," said Brent Lamming, director of community services, in an Aug. 1 news release.

"GFL will have the opportunity to gain local, provincial and national exposure and we are excited to begin this process with our new partners."

According to the terms of the agreement, GFL will pay the city $75,000 annually, over the course of 10 years, in exchange for naming rights. The city said the fees for the first year have already been paid.

In return, GFL will grant the city a 50 per cent discount on all waste and recycling containers.

"For GFL, this is about a sustained community investment and a long-term, continued relationship with the municipality," said GFL's Chris Dovigi in the release.

"GFL has deep roots in Sault Ste. Marie, and we are...