Newmarket signs multi-year sponsorship deal with Mercedes-Benz to support events at Riverwalk Commons

Agreement covers Skating and Water Feature, Ice Lounge, Frozen Fridays, Splash of Culture, Backstage Lounge

Yorkregion.com
Dec. 7, 2022
Lisa Queen

Don’t be surprised when you see signs with silver circles containing three-pointed stars at Riverwalk Commons events.

The town has signed a multi-year partnership with Mercedes-Benz Newmarket that will see the company sponsor community events at the downtown hub.

The sponsorship includes naming rights for the Skating and Water Feature, the Ice Lounge, as well as the Frozen Fridays event series, Splash of Culture event and the new Backstage Lounge during the TD Newmarket Music Series.

The town is not disclosing how much the dealership is paying for naming rights.

“Sponsorships allow the town to provide the very best in events and spaces for our community. Sponsorship figures are confidential as part of the contractual agreement with each business,” the municipality said in an email.

Mercedes-Benz Newmarket is pleased to sponsor community events, dealership managing partner, Brian Fulton, said.

“At Mercedes-Benz Newmarket, we strive to be actively involved in the community we love,” he said.

“Our home, the town of Newmarket, is alive and vibrant and growing this partnership with the Town of Newmarket is one way we can give back and be a part of our community, supporting activities that bring us all together.”

The partnership comes as Frozen Friday celebrations kick off Dec. 2 and run Fridays through December from 6 to 8:30 p.m.

“Riverwalk Commons is a space where our community comes together for music, recreation, and events. Riverwalk allows us to be connected to our friends, neighbours and community in so many different ways.” Mayor John Taylor said.

“This partnership with Mercedes-Benz Newmarket aligns with council’s ongoing commitment to responsibly invest in entertainment and events for all ages and in outdoor spaces where we can gather together and make lasting memories.”

Riverwalk Commons hosts year-round activities and entertainment, including the Mercedes-Benz Newmarket Skating and Water Feature and the TD Newmarket Music Series in the summer.

Mercedes-Benz will continue to sponsor the Backstage Lounge during concerts and will also sponsor the Ice Lounge in the winter months.

Riverwalk, with adjacent free parking, is connected to the community by the Tom Taylor Trail and hosts the popular Farmers' Market Saturday mornings from late May until late October.