The arena had been known as Bell MTS Place since 2017. The Jets have played at the arena, which opened in November 2004 and was previously known as MTS Centre, since they relocated from the Atlanta Thrashers for the 2011-12 season.
"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."
Canada Life is an insurance and financial services company that is headquartered in Winnipeg.
The deal includes branding, media, hospitality and community assets for Canada Life, which has more than 11,000 employees in Canada, including 3,300 in Winnipeg.
Canada Life said it will take weeks to replace the signage in place throughout the building and estimates all new signage will be in place by September.
"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," said Jeff Macoun, president and chief operating officer, Canada, Canada Life. "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."
Photo:Winnipeg Jets
