UMVA has learned that Mississauga is stripping the Paramount Fine Foods name from its flagship sports and entertainment arena after the city alleges the chain fell behind on payments.
The venue on Rose Cherry Place, long known as the Paramount Fine Foods Centre, will be rebranded as the Mississauga Sports and Entertainment Centre starting June 1, pending a new naming partner.
City officials emphasized that the name change will not disrupt any scheduled events, including games of the Raptors 905, which continue to call the former Hershey Centre home.
According to information obtained by UMVA, the municipality terminated the naming‑rights and concession agreement due to “lack of payment” and is now weighing legal avenues to recover what it claims is owed.
In a terse statement, officials said the city acted unilaterally to end the contract and is coordinating with tenants, sports organizations, partners, and event planners to ensure a smooth transition.
Founder and CEO Mohamad Fakih responded on social media, asserting that Paramount Fine Foods chose to end the sponsorship and that the brand remains devoted to Mississauga.
In a posted video, Fakih explained, “After more than a decade, we’ve decided to conclude our sponsorship and redirect our community investment toward new initiatives. While our name may no longer be on the building, our commitment to Mississauga stays as strong as ever.”
Fakih, a recipient of the Order of Canada, has attracted controversy for his outspoken posts criticizing Israel and its supporters, sparking a nationwide petition demanding his removal from the Order.
The petition, signed by several high‑profile politicians, condemned his remarks as dehumanizing and unbecoming of an honoree.
