By William Crooks
Local Journalism Initiative
Sherbrooke’s entrepreneurial ecosystem received a significant boost on June 19 with the announcement of a new five-year partnership between the City of Sherbrooke and Promutuel Assurance Centre-Sud. Starting in 2026, the partnership grants Promutuel naming rights to the city’s entrepreneurship hub, known as the Quartier général de l’entrepreneuriat (QG), located on Wellington St. South.
As part of the agreement, Promutuel will contribute $135,000 annually, for a total indexed value of $710,000 over five years. According to a related release, the funds will help support the hub’s operational costs, including enhanced programming and improved reception services at the Guichet unique.
The building will be renamed QG de l’entrepreneuriat Promutuel Assurance and the multipurpose room on the ground floor will become the espace entrepreneurial Promutuel Assurance.
“I’m very proud to announce this important partnership,” said Sherbrooke Mayor Évelyne Beaudin at the event. “The QG is a dynamic centre for economic development in Sherbrooke. Seeing a major company like Promutuel choose to invest financially here sends a strong message and highlights the energy driving our local community.”
Beaudin also emphasized the role of the social economy in the city’s development, noting that Promutuel, as a mutual insurance company, is a prime example. “To see a social economy enterprise like Promutuel—often not the first that comes to mind—taking on this kind of leadership is reassuring,” she said. “It aligns perfectly with our newly adopted social economy policy.”
The mayor praised the city’s development team for securing the deal and pointed out that this is the second major agreement signed under Sherbrooke’s municipal partnership program, a new initiative designed to foster collaboration with the private sector.
Promutuel Assurance Centre-Sud General Director Maryse Morel said the decision to support the QG was about more than visibility. “It’s more than just a name on a building,” she told attendees. “This is a strong commitment to the community, to entrepreneurs, and to the economic future of Sherbrooke.”
Morel described the QG as “a place where ideas take root, where passion meets boldness, and where dreams become tangible projects.” She emphasized that Promutuel is committed to being an active and engaged partner. “We’re here on the ground, listening, present when it matters, and genuinely involved,” she said.
Businesses interested in future partnerships with the city are invited to contact partenariats@sherbrooke.ca.
