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A well known Downtown Hamilton landmark could soon have a new name and it will sound familiar. The city is working out a ten year naming rights agreement for Hamilton Place.

For the price of $2.5 million the theatre could soon be renamed FirstOntario Concert Hall.

The city says Ron Joyce has sponsored Hamilton Place at $200 000 per year. That deal expires next October. But approval for the change could end that agreement early. The city says Joyce is fine with the decision and has been part of the discussions.

The city will already receive about $3.5 million over 10 years from FirstOntario to have its name on the former Copps Coliseum.