Capital Region Aquatic Center to Target Corporate Naming Rights


Apex Marketing Group, a leading naming rights and sponsorship marketing firm, has been hired by Capital Region Aquatic Center, a New York based 501(c)(3) nonprofit organization, to conduct and execute the sales process for a naming rights partnership agreement. The Capital Region Aquatic Center will be located at ViaPort Rotterdam.

“This state-of-the-art facility will play host to more than 40 competitive events annually and also provide swimming instruction for all ages, offer aquatic therapy and exercise and many other aquatic programs,” said Kara Haraden, president of Capital Region Aquatic Center. “The Aquatic Center will be a staple in the Northeast and a key location for area swim clubs, high school and collegiate events, USA Swimming, USA Diving, USA Water Polo, Masters Swimming and USA Artistic Swimming events, as well as a myriad of local, regional, national and international competitions.”

“We looked to collaborate with a company interested in our unique location and demographic audience and one that was invested in our mission of providing an affordable world class facility that will be the place to come learn, heal, play, exercise, train and compete in various aquatic activities,” Haraden continued.  “Enlisting Apex Marketing to sell our naming rights gives us the confidence to know we will be successful in securing a naming rights partner while maximizing the marketing potential of the partner and the Aquatic Center.”

According to Apex Marketing Group, the eventual naming partner will receive hundreds of thousands of dollars in media exposure annually. The relationship will provide the opportunity for a company to go beyond traditional marketing and branding and will be a showcase for their products and services at the Aquatic Center and in front of more than 475,000 patrons per year.

“We believe that the Aquatic Center, conveniently located in the Capital Region of New York, will deliver quality options to promote and further grow aquatic competitions and education in the Northeast as well as being a great marketing tool to the Naming Rights partner with unique benefits and branding value,” said Eric Smallwood, president of Apex Marketing Group. “We have developed a presentation and a proposal that will identify these benefits as we begin meeting with prospective partners.”

Additional information on the naming rights opportunities is available upon request. Please contact Eric Smallwood, President of Apex Marketing Group at (810) 300-4834 or

About Capital Region Aquatic Center:  Capital Region Aquatic Center, a 501(c)(3) nonprofit organization, is an 80,000-square-foot, multi-pool, aquatic complex to be built at Via Port Rotterdam. The world-class swim center was founded to fill a long-term need for year-round aquatic opportunities that address health, wellness, recreation, safety, competition and training plus learn to swim programs for local residents, communities and organizations. To learn more, please visit

About Apex Marketing Group: Apex Marketing Group is a Naming Rights and Sponsorship sales and services firm based in Detroit, MI.  Apex’s corporate staff has conducted naming rights negotiations and evaluation analyses for numerous stadiums and arenas over the past 23 years. Additionally, Apex generates revenue for sports teams, arenas, stadiums and municipalities by securing contracted obligated revenue streams through the sale and marketing of advertising & sponsorships, exclusive product and food and beverage vendor rights agreements. In addition, Apex’s proprietary sponsorship evaluation tool, ApexMetrics, is used to evaluate its clients branding and marketing assets to determine a ‘true value’ of the inventory of assets for a team, venue or a brand.

— The above press release was posted by Swimming World in conjunction with Apex. For press releases and advertising inquiries please contact 

Notify of

Welcome to our community. We invite you to join our discussion. Our community guidelines are simple: be respectful and constructive, keep on topic, and support your fellow commenters. Commenting signifies that you agree to our Terms of Use

Inline Feedbacks
View all comments
Would love your thoughts, please comment.x