Canada Life has signed a 10-year sponsorship agreement with True North Sports + Entertainment that will see the home of the NHL’s Winnipeg Jets named after the company.
Canada Life and True North Sports + Entertainment announced a new strategic relationship that will see the home of the Winnipeg Jets and Manitoba Moose renamed to Canada Life Centre, effective July 1, 2021.
It will take several weeks to replace the signage currently in place throughout the facility. Canada Life estimates that all new signage will be in place by September.
The 10-year sponsorship agreement includes substantial branding, media, hospitality, and community assets for Canada Life.
“As True North Sports + Entertainment celebrates its 25th anniversary this year, we can’t think of a more exciting way to embark upon the next 10 years of our organization’s journey than with a partner like Canada Life that shares the same community commitment and passion for our great city and country,” said Mark Chipman, executive chairman of True North Sports + Entertainment. “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.”
“Today marks an exciting chapter for our company,” said Paul Mahon, president/CEO of Great-West Lifeco, Canada Life’s parent company. “For more than 130 years, our companies have called Winnipeg ‘home’ and we’re proud to be an integral part of the fabric of this community. We can’t wait to continue telling our story to Canadians, and as a Winnipegger, I couldn’t be more excited for this journey.”
