Crown and the Smith River Sports Complex (SRSC) announced today that they’ve entered a three-year agreement for the company to be the corporate sponsor for the SRSC festival grounds and amphitheater.

The sponsorship gives Crown naming rights to this area of the SRSC, which traditionally holds the Smith River Fest and many other events, and the placement of company signage on the property.

“As we join the Martinsville, Virginia region with the development of a new beverage can plant, investing in the community and its resources is paramount,” said Jon Beam, director of marketing at Crown Beverage Packaging North America. “Across all of our global locations, giving back to our employees, their families and their neighbourhoods is an important initiative. We are proud to help support the SRSC and look forward to connecting with the area.”

Crown Holdings announced in January 2021 that it would open a $145 million aluminum beverage can manufacturing facility in Henry County’s Commonwealth Crossing Business Centre. That facility is under construction and is targeted to open in the second quarter of 2022.

“The Smith River Sports Complex is thrilled that Crown Holdings selected our facility to make its local debut as a corporate sponsor,” said Scott Prillaman, Chairman of the SRSC Board of Directors. “The company has a well-deserved reputation for being immersed in a community. To say that we are excited is an understatement.”

SRSC is the pre-eminent sports facility in southern Virginia, playing host to youth, high school, college and community events from January to December.

“Corporate sponsorships are essential to our operation,” said Lloyd Barber, Executive Director of the SRSC. “To have a new company enter our community and say ‘We want to get involved’ even before its facility is open is extraordinary. We thank Crown Holdings for its confidence in us and in this community. This is a great day for all of us.”