Manitoba

Winnipeg Jets' home arena to be renamed Canada Life Centre

The arena that hosts Winnipeg Jets and Manitoba Moose games will have a new name starting on Canada Day, when Bell MTS Place becomes Canada Life Centre.

Goes into effect July 1 but True North says it will take until September to change all signs

Canada Life has a 10-year sponsorship deal with True North Sports & Entertainment to rename the downtown Winnipeg arena Canada Life Centre. (David Lipnowski/True North Sports & Entertainment)

The arena that hosts Winnipeg Jets and Manitoba Moose games will have a new name starting on Canada Day, when Bell MTS Place becomes Canada Life Centre.

True North Sports & Entertainment has signed a 10-year sponsorship agreement with Canada Life, a subsidiary of Great-West Lifeco. 

"Opportunities like this to partner with a company and a brand of this magnitude just don't come along that often," Mark Chipman, executive chairman of True North, said at a news conference on Tuesday.

The deal includes venue naming rights, signage, scoreboard logos, centre ice logos, venue media backdrops, web and social media platforms.

"We've got deep roots in Winnipeg," said Paul Mahon, president and chief executive officer of Great-West Lifeco, during the news conference.

Great-West Lifeco has operated in Winnipeg for more than 130 years and employs more than 11,600 people, 3,300 of them in Winnipeg.

Great-West Lifeco consolidated its three Canadian life insurance companies and rebranded as Canada Life in 2019.

"There's a great synergy there, in terms of us having not only a national existence, but also a local existence," Mahon said.

Although the deal goes into effect July 1, True North said in a statement that it will take until September to change all the signs.

The arena opened in 2004 as the MTS Centre, and was renamed Bell MTS Place in 2017 after Bell bought Manitoba Telecom Services.

In a separate statement on Monday, True North announced it had signed a five-year deal with Bell MTS to provide telecommunications services for the 2021-26 seasons. As part of the deal, the Bell logo will remain on the Winnipeg Jets' helmets for the next five seasons.

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