Ayr Farmers Mutual & Township of North Dumfries Announce 40-Year Naming Rights

Ayr Farmers Mutual Insurance Company (AFM) and the Township of North Dumfries have entered into a 40-year naming rights partnership for the community centre building at the North Dumfries Community Complex. The building will now be known as the Ayr Farmers Mutual Community Centre. It currently houses The North Dumfries Community Health Centre, MacNeil Hall, programming rooms, and the existing Ayr Farmers Mutual Arena, and will include a new Net Zero Arena and two large community rooms when expansion is complete in Spring 2027.

The partnership represents an annual investment of $15,000 over 40 years, for a total of $600,000, to support the Centre for the Community Group’s Live & Play 2 Fundraising Campaign. The campaign is raising $2.2 million for a Net Zero Twin Pad and Community Programming Expansion to address the Township of North Dumfries and surrounding areas’ growing need for additional ice time, recreational and community facilities.

“While we serve many communities across Southwestern Ontario, Ayr has been our home for more than 130 years,” said Jeff Whiting, President & CEO of Ayr Farmers Mutual. “This community has supported us through generations, and as a mutual and purpose-driven company, it’s our honour to give back to the communities we serve when we can. This 40-year commitment is a privilege and a testament to our confidence in Ayr’s future. As this community grows and builds infrastructure that so many will benefit from, we’re proud to play a meaningful role in that development.”

The upfront investment structure allows the Township of North Dumfries to accelerate critical facility improvements while AFM’s 40-year commitment demonstrates long-term partnership with the Township and community.

“It all comes down to community and this is where the Township of North Dumfries, Ayr Farmers Mutual, the CCG and the people of this community draw together with a common goal to enhance our facility,” said Sue Foxton, Mayor of North Dumfries Township. “Major facilities draw people together. This is the heartbeat of our small but mighty town. Thank you Ayr Farmers Mutual, a company entwined in our history while building our future.” The North Dumfries Community Complex will continue to identify the 22-hectare property, which includes outdoor resources such as Cowan Park, beach volleyball courts, and community gardens. The Ayr Farmers Mutual Community Centre designation refers specifically to the building that serves as a hub for recreation, health services, and Township operations.

“AFM’s contribution is transformational for our Live & Play 2 campaign and for this community. Raising $2.2 million for the Township’s Net Zero Expansion Project is an ambitious goal, and AFM’s commitment has brought us significantly closer to our target to help deliver this critical infrastructure. Ice time is at a premium in our community, and this expansion will have an immediate impact on youth sports, family recreation, and community connection. We’re deeply grateful to AFM for their vision and their willingness to invest in something that will benefit so many families for decades to come.” said Michael Pley, Co-Chair of the Live & Play 2 Campaign for the Centre for the Community Group of North Dumfries.

As Ayr’s population continues to grow, the additional ice pad addresses immediate demand while supporting the community’s long-term recreational infrastructure needs. The facility serves more than 100,000 visits annually from residents across the region and beyond.

Ayr Farmers Mutual has a long history of community investment in the region, including a previous contribution toward the ice rink at this facility, previous contribution to the County of Brant Sports Complex, and contributions in 2025 to more than 60 community organizations across its service area.