Come September, Montreal's seven-year-old Molson Centre will be renamed the
Bell Centre, as a result of NHL Montreal Canadians owner George Gillett selling
the naming rights to Bell Canada, who will pay $3-million a year for the next 20
years.
According to The Globe and Mail, Molson is maintaining its financial commitment to
the NHL team, and is exchanging naming rights for more visibility within the area;
Molson is increasing its sponsorship to $100 million from $40 million over the next
20 years.
