Back when the City was preparing to sell the convention center, the idea was approached. The Development Agreement , at that time, noted it would be renamed to the "Waterloo Convention Center at Five Sullivan Brothers Plaza."
Since that did not go through, the City has hired Spectra Management for the running of the convention center for events, marketing. Spectra staff has recommended the renaming to the "Waterloo Convention Center" and the "Sullivan Brothers Plaza" for the two locations (building and plaza outside). They note the full name of the "Waterloo Convention Center at the Sullivan Brothers Plaza" would be used for the logo, most materials, social media sites, etc..
The request would also ask that future naming rights partners not have to go through City Council, but would be approved by the Mayor for such activities.