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“We’re excited to help offset the costs to Sioux Falls residents with our sponsorship of the Midco Aquatic Center,” says Tom Simmons, Senior Vice President of Public Policy at Midcontinent Communications. “Midcontinent has always been very active in supporting non-profits, community appeals, and sponsorships. We’re proud to have this opportunity as the new aquatic center becomes a leading destination for Sioux Falls residents and our surrounding communities.”

Midcontinent will be the exclusive title sponsor and exclusive provider of landline telephone, broadband Internet, and cable TV service in the new facility. As part of the agreement, facility customers will enjoy free, powerful Wi-Fi service from Midcontinent. The naming rights agreement includes a significant presence of Midcontinent’s brand on the exterior of the building, monument signage, recreation pool bottom, seating, and other potential areas. The sponsorship agreement is for ten years and has a total package value of $2.2 million.

“Midcontinent Communications is one of those ever-present stewards in our community that is there for Sioux Falls,” says Mayor Mike Huether. “This monster sponsorship agreement is another example of how public/private partnerships are getting things done while saving taxpayer dollars at the same time.” 

The City of Sioux Falls hired Legends Global Sales to pursue naming rights for the facility and launched the process in February.

“To have a prominent company such as Midco step up and make a multi-million dollar naming rights investment in an aquatic center is unprecedented to our knowledge,” said John Alper, Vice President for Legends Global Sales, whose executive team has secured more than 15 naming rights agreements for properties of all types and sizes. “It’s a testament to the importance of community in Sioux Falls, as well as Midco’s long-term commitment to being a true leader in this region.”

Sponsorship revenue will help fund operations at the new Midco Aquatic Center. The agreement and name are subject to Parks and Recreation Board and City Council approval, in accordance with the process for naming City-owned facilities.