North Main Athletic Complex will carry the name of internet provider Ting, Inc., in the near future.
Ting has agreed to buy the naming rights to the town-owned sports complex for $330,000 over three years. The three-year deal takes effect when the main entrance sign goes up.
The Town Council’s unanimous approval at its Feb. 7 meeting followed several months of negotiations.
Highlights of the agreement
Ting is under construction on a town-wide fiber optic network for ultra-fast internet. Holly Springs will become the third location to receive Ting internet, after Charlottesville, Va., and Westminster, Md.
The company jump-started construction in Holly Springs by leasing unused fiber in the town facilities network and branching out from there. That option remains open to other providers.
Ting will have the right to name the entire sports complex and the stadium. Naming rights remain available for the synthetic turf soccer fields and for the tennis courts.
Attaching its name to the sports complex enables Ting to raise its profile in Holly Springs while investing in the community as a civic-minded corporation.
“They understand the investment that the town has made in NMAC and realize the strategic opportunity also to capitalize on a successful Holly Springs facility,” Assistant Town Manager Daniel Weeks told the council.
How long the process of selecting a company for the main sign, designing it, and erecting the sign is not yet clear. The town will pay most of the cost since the sign will remain in use well beyond the 3-year agreement.
Town officials have foreseen the potential for naming rights revenue since before construction of the sports complex began. The money will go toward parks and recreation.
North Main Athletic Complex opened in 2015 and drew approximately 275,000 visitors during its first full year of operation. It is ahead of schedule on reaching participant and spectator totals required for the $1 million that Wake County provided in tourism taxes.
Stadium tenants include the Holly Springs Salamanders of the Coastal Plain League, a collegiate summer baseball league. Wake Futbol Club pays for partial use of the soccer fields. Town parks and recreation league play, rentals and tournaments help keep the facility busy.
Town officials are evaluating whether to build a gymnasium on the south side of the stadium.