Scheels chose hockey and the Huether Family throws in with tennis. Who will forge an agreement with swimming?

On Thursday, the City of Sioux Falls cemented a partnership with Legends Global Sales (LGS) with the task of naming the new swimming pool at Spellerberg Park. Expect things to happen quickly as meetings with potential sponsors could start as soon as March 2015.

At a news conference, the City of Sioux Falls announced the partnership with LGS and some of the details of how the naming rights will proceed. The title sponsor will be the principal private sponsor of the new facility and will help name it.

Legends Global Sales and the City have worked together before. The two entities are responsible for the sponsorship that put Denny Sanford PREMIER Center on the outside of the new event center.

“Legends is extremely excited to continue our relationship with the City of Sioux Falls, as we look to secure one company for the naming rights opportunity associated with this unique facility,” said John Alper, Vice President with Legends. “The indoor aquatic center will offer a long-term, year-round marketing platform, and firmly solidify that company as a true community leader, which we have found to be a key characteristic of successful companies in this region.”

The City of Sioux Falls hopes to maximize the value of the naming rights mainly because sponsorship revenue will help fund operations for the indoor aquatic center. Also the potential title sponsor will have potential exposure to thousands of people who would use the new indoor aquatic center once completed.