The CAA South Central Ontario has signed a new agreement with Mirvish Productions to further integrate its brand with Toronto’s theatre community.

As part of the 10-year deal – financial terms for which were not disclosed – CAA will receive naming rights for the Ed Mirvish Theatre in downtown Toronto, now known as the CAA Ed Mirvish Theatre.

The agreement also extends CAA’s existing sponsorships with Mirvish into the next decade, including the CAA Theatre – which the brand took over the naming rights for in 2017, replacing Panasonic – branded lounges in the Princess of Wales Theatre and Royal Alexandra Theatre and rewards and deals offered to CAA members.

Rhonda English, CMO for the CAA Club Group, said in a statement that working with Mirvish allows CAA to “weave” its brand into Toronto’s cultural fabric. It also allows the company to provide over 56 million CAA and affiliated AAA members across North America rewards and deals around theatre, a key passion point.

Though public safety measures have impacted its ability to host productions over the last 18 months, across its four Toronto theatres, Mirvish had a yearly audience of over two million people pre-pandemic.

CAA SCO worked with Brands Amplified, Mirvish’s sales agency, to negotiate the deal.