They’ll still be known as the Estevan Bruins, but what goes in front of that moniker over the next few years, is still up in the air.
With the impending sale of CanElson Drilling to Trinidad Drilling, the CanElson Drilling Estevan Bruins, may be sporting something new in the name game by the time the team takes to the ice for the 2015-16 SJHL season.
With the news of the proposed acquisition barely one-day old, on June 11, Clark Monroe, director of operations and marketing for the Bruins, said “we’re engaged in some great back-and-forth discussions, but it’s just too early on in the process to give you a concrete answer. We’re keeping the CanElson name for now.”
The Bruins had entered into a two-year agreement with the Calgary-based drilling company for the naming rights and that contract expired at the end of the 2015 season.
The negotiations had begun for a renewal of the contract, said Monroe, and there were some indications then they might lose the naming rights partner. And, now, with the news of the sale breaking, a new necessary approach is being taken.
“If it’s happening, at least it’s a good time of year, between seasons,” said Monroe, noting that if the Bruins’ logos require changes, it can be done fairly quickly and efficiently.
“The ice logos would be our biggest concern. They go on in July and once they’re down and in, they’re in for the season,” Monroe said. The advertising around Affinity Place, the Bruins home arena and supporting advertising on the boards, can be accommodated, if necessary at minimum cost.
“We’re talking with CanElson representatives right now,” said Monroe. It was also noted, in the media release, the impending sale is a friendly deal that is expected to close by early August and with CanElson having a good representation on the Trinidad Drilling board of directors, there might not be a need to make any drastic change, if, in fact, a new naming rights deal gets hammered out. But at this early stage of negotiations, the Bruins name game is lower on the deal-makers’ priority list.
“I don’t believe we’ll have something crazy to change. Everyone involved so far is trying to figure it out and that’s where we’re getting some great back and forth conversations happening, so we’re optimistic,” said Monroe. “It seems CanElson, the new CanElson, is still interested in making something happen, so we’ll make it public information when it does. In the meantime, we’re keeping the CanElson name.”
The potential front-end name change has not affected season ticket sales, said Monroe who noted, as of June 11, they had topped the 100 mark, which was well ahead of last year’s pace.
“Last season, the season ticket sales started later. We held a blitz in the latter part of the sales window. Some sponsors had a season-ticket tie in. This year, we’re finding other ways to have the sponsors engaged, other avenues to travel with sponsors. So far, our traditional sponsors have been great in looking at the options. Some have been with us for many years, some have been with the Bruins from the beginning, so we’re in their budget deliberations. Of course, we’re always seeking new sponsors. We have some exciting times ahead (Western Canada Cup host team in 2016), so we’re looking at values,” he said, noting that even in the off-season, the Bruins are rarely off the radar in the Energy City.
