VANCOUVER (NEWS1130) – Over a year ago, PavCo, the Crown corporation that runs BC Place, was confident the stadium would have a new name for its grand opening – but both the opening gala and the Grey Cup are history and still no new moniker.

UBC marketing professor Tirtha Dhar says for one thing, the economy is weak. Secondly, he says, the revamped stadium has yet to define its identity.

“BC Place is a multi-purpose place. It’s not really well-defined as far as what it’s going to stand for,” he explains, pointing out that it’s much easier for companies to align themselves with a facility that primarily features hockey, for example.

“Is it a soccer place or is it a football place? If I am a sponsor I would like to know what sort of event I’m going to sponsor,” he says. “Is it going to sponsor a lot of high-end events where a lot of high-income customers are going to show up all the time or is it all over the place?”

Whoever that new sponsor is, they will have to have deep pockets. Dhar says a renaming deal is worth $30 to $40 million.

The renovations that were completed a few months ago cost half a billion dollars.