Canada’s Bell MTS Place (ring) in new name

Linkedin Twitter

Winnipeg Jets arena naming rights Image: CBC

Coinciding with Canada Day on July 1st, the Bell MTS Place in Winnipeg (Canada) – the arena that lodges the National Hockey League (NHL) team Winnipeg Jets and their American Hockey League (AHL) affiliate, the Manitoba Moose – will get a new name – Canada Life Centre.

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

‘CBC News’ stated that True North Sports & Entertainment has signed a 10-year sponsorship agreement in this regard with Canada Life, an insurance and financial services company and a subsidiary of Great-West Lifeco.

The True North Sports and Entertainment Limited is a Winnipeg, Manitoba, Canada-based company that owns and operates Bell MTS Place in downtown Winnipeg and the Winnipeg Jets of the NHL. The company also owns the Jets’ minor league affiliate, the Manitoba Moose of the AHL.

The 16,345-capacity Canada Life Centre is an indoor arena in downtown Winnipeg, Manitoba. The arena is the home of the National Hockey League’s Winnipeg Jets and their American Hockey League affiliate, the Manitoba Moose. The arena stands on the former Eaton’s site and is owned and operated by True North Sports & Entertainment.

Mark Chipman, Executive Chairman, True North, said at a news conference recently, “Opportunities like this to partner with a company and a brand of this magnitude just don’t come along that often.”

‘CBC News’ further stated that the deal includes venue naming rights, signage, scoreboard logos, centre ice logos, venue media backdrops, web, and social media platforms.

Said Paul Mahon, President-cum-Chief Executive Officer (CEO), Great-West Lifeco, during the news conference, “We’ve got deep roots in Winnipeg. 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.”

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, True North announced it had signed a five-year deal with Bell MTS to provide telecommunications services for the 2021-2026 seasons. As part of the deal, the Bell logo will remain on the Winnipeg Jets’ helmets for the next five seasons.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at and make use of the 365Coliseum Business.

Watch 150 member-exclusive videos with valuable tips for your venue

« Previous News:
» Next News:

More News

Mate Naletilić at Coliseum EUROPE

Dinamo Zagreb NFT way to fans’ hearts

Published: June 24th, 2022

Mate Naletilić is a digital innovation specialist with four years of experience working alongside... » Read more

Antigua and Barbuda West Indies new stadium by KSS

KSS-CCG world class cricket center plans

Published: June 24th, 2022

Architecture and design practice KSS (UK) have announced that they are working with the Coolidge... » Read more

LeBron James wants to own an NBA team in Las Vegas

‘King James’ keen to own NBA team in Sin City

Published: June 24th, 2022

Four-times National Basketball Association (NBA) champion LeBron James, who recently became the... » Read more

Lyon confirms takeover

US mogul John Textor in Lyon takeover talks

Published: June 24th, 2022

French Ligue 1 club Olympique Lyonnais (OLG.PA) confirmed on June 20th that they were in talks with... » Read more

Receive global sports venue NEWS twice a week in your inbox