Tennis Canada and Aviva on Thursday announced a multiyear partnership that includes naming rights to York Univ.'s tennis stadium in Toronto through '25. The York Univ. facility will now be known as Aviva Centre. Per the deal, the insurance company receives platinum and insurance sponsorship rights to Rogers Cup events in Toronto and Montreal. Aviva on Thursday also announced a multiyear endorsement deal with tennis player Eugenie Bouchard (Tennis Canada). YAHOO SPORTS CANADA's Stephanie Myles writes the exposure Aviva will get from its association with Bouchard "remains to be determined; the Canadian has far fewer endorsements than is commonly assumed." Bouchard "remains without a deal with clothing sponsor Nike, after it expired" at the end of '14. Bouchard "continues to wear the company's clothes, though, and has done a promotional photo shoot this year with other notable Nike female athletes." Sources said the announcement of a renewal of the deal is "imminent." But with the notable exception of now-retired Chinese player Li Na, "none of Nike's stable of prominent tennis players ... are allowed to wear any additional sponsors' patches on their clothing." Myles: "All Nike, and only Nike, so Aviva won't be able to take advantage of that exposure" (CA.SPORTS.YAHOO.com, 6/11).
