Winnipeg’s downtown rink and entertainment facility will be undergoing a name change for the second time since it opened in November 2004 as MTS Centre.
True North Sports + Entertainment and Canada Life Assurance Co. have announced the home of the NHL Jets and AHL Manitoba Moose will become known as Canada Life Centre, effective July 1. The naming rights deal is for 10 years.
TNSE’s executive chairman, Mark Chipman, says it’s a great way to celebrate the 25th anniversary of the facility which transitioned to Bell MTS Place in May 2017.
“We are proud to call the home of our Winnipeg Jets and Manitoba Moose, Canada Life Centre, and look forward to associating the Canada Life brand with exciting moments in hockey and entertainment,” said Chipman in a statement.
“There’s a very deep sense of community in their DNA and everything they do.”
The renaming deal comes as Canada Life continues to try and raise its profile across the country.
Canada Life amalgamated with Great-West Lifeco Inc. and London Life in January 2020 to become a single insurance and wealth management company.
Canada Life president and chief operating officer Jeff Macoun said the company will benefit by having their name on the national stage during Winnipeg Jets home games.
“We’re thrilled to have this relationship with True North, it really is part of our business growth strategy to strengthen our brand in the Canadian marketplace,” said Macoun.
“It was important for us that this was not only local in the province of Manitoba where our head office is ? but it also allows us to have a large and wide national presence from coast to coast to coast, because the Winnipeg Jets are prominently featured in national games.”
Canada Life said the agreement includes branding, media, hospitality and community assets for Canada Life.
The company said it has more than 12 million customers across Canada, with more than 3,000 employees in its Winnipeg head office.
True North also announced Tuesday a new multi-year partnership with Bell MTS, renewing it as an official partner of the Winnipeg Jets and Manitoba Moose and official telecommunications provider of their home venue.
The agreement also includes new behind the scenes content produced by True North and exclusive to Bell.
–With files from The Canadian Press