New strategic relationship between Canada Life and True North Sports + Entertainment

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. The arena typically hosts more than 140 events each year and is consistently recognized as one of the premier sports and entertainment venues in North America.

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 ten 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. 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.” – Mark Chipman, Executive Chairman of True North Sports + Entertainment.

“Today marks an exciting chapter for our 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.” – Paul Mahon, President and Chief Executive Officer, Great-West Lifeco, Canada Life’s parent company.

Mr. Mahon also noted that for Canada Life’s more than 11,000 employees across the country, and specifically the more than 3,300 employees in Winnipeg alone, this announcement only further amplifies the pride they have for both the city and company. Whether they’re cheering on the Jets or safely watching a world-class concert, they’ll be reminded of Canada Life.

“We are thrilled to introduce Canada Life to all Canadians in this big and bold way and build on the momentum our company has achieved since moving to one brand in the Canadian market. We have a long history and deep roots in Winnipeg and we’re proud to have our name on a place that embodies the heart and spirit of the city’s vibrant community.” – Jeff Macoun, President and Chief Operating Officer, Canada Life.

Mr. Macoun added that this is an evolution of the relationship between True North and Canada Life, both sponsorship-wise and philanthropically.

“Something that makes this partnership unique is that True North Sports + Entertainment shares many of the same values we do at Canada Life. We are connected by a shared sense of responsibility to give back and help build stronger communities, especially in the places where we live and work. By teaming up, we believe we can do more for the community and ensure that our efforts create positive change for the well-being of all Canadians.” – Mr. Macoun.