The Powerade Centre is getting a new moniker.

The arena and complex will be renamed the CAA Centre for at least the next 10 years following a naming-rights agreement between the company and Realstar Group, which owns the lease and manages the complex.

“As a member-based organization, we’re always looking for ways to really surprise, delight and give back to our members,” said Rhonda English, chief marketing officer for CAA South Central Ontario.

“We have fairly large rewards program … and working with the PA sports centre is giving us a chance to provide access for our members to new experiences, and really to surprise and delight them with some perks and discounts along the way,” she added.

Located at 7575 Kennedy Rd., the sports complex, which first opened in September 1998, is home rink to the ECHL’s Brampton Beast. It also plays host to numerous musical events, shows and sports tournaments throughout the calendar year.

The previous naming-rights deal with Coca-Cola Canada, which owns the Powerade brand, expired in 2015. According to Realstar Group chair, Jonas Prince, CAA is exactly the kind of partnership the company has been looking for since the search for a new sponsor began nearly three years ago.

“To me, CAA is a brand that is part of my life growing up and driving in Toronto,” he said. “From the point of view of the centre, we were looking for a brand that could really add value to the community and to the centre.

“We had a few proposals that we turned down, because we just didn’t think they would enhance the value of the centre in the intangible and tangible ways that CAA does. So, we were patient and we waited for the right brand.

“It was a perfect match for us,” added Prince.

Coca-Cola will remain affiliated with the centre as a sponsor and main beverage provider, but the rebranding of the arena and surrounding complex will take place over the next couple of months. A date for an official unveiling and naming ceremony is expected soon.