City of Calgary secures 10-year naming sponsorship with MaxWell Realty

The City of Calgary has reached a 10-year naming sponsorship agreement with MaxWell Realty that will see the Calgary Soccer Centre adopt a new identity as the MaxWell Soccer Centre. The partnership reflects a shared interest in strengthening community recreation and supporting one of the city’s busiest indoor sport facilities.

Through the agreement, MaxWell Realty’s contribution will help sustain the centre’s operations and ongoing reinvestment needs. For users, nothing changes beyond the name. Programs, leagues and public access continue without interruption, and the facility remains a familiar gathering place for families, teams and community groups. The City has framed the sponsorship as a practical way to reinforce the long-term viability of a well-used public asset, ensuring it remains accessible as demand for recreation space continues to grow.

The agreement aligns with the City’s long-range recreation strategy, GamePLAN, which emphasizes maintaining a strong network of facilities that enable play, connection and community wellbeing. The MaxWell Soccer Centre already plays a central role in that system, and the sponsorship provides a stable source of support to help the site evolve with the needs of residents.

Calgary continues to take a measured approach to naming rights and sponsorships, using them selectively to bolster public infrastructure while maintaining full municipal ownership and service delivery. In recent years, the City has established several additional sponsorship agreements across its recreation portfolio, each tailored to support operational sustainability or targeted reinvestment. These arrangements, together with the new MaxWell partnership, reflect a broader effort to ensure that high-demand community spaces remain dependable, well-maintained and financially resilient over time.