True North Sports & Entertainment's downtown Winnipeg arena "will continue to be called MTS Centre until at least 2021, when the telecommunications company will have the option to extend its naming rights for another 10 years," according to Paul Turenne of the WINNIPEG SUN. MTS bought the original naming rights to the building in December '03 -- prior to its opening -- and the venue has been "known only as MTS Centre for its entire operating life." Financial details were not disclosed, but True North President Jim Ludlow said that the agreement "will set a new benchmark for mid-market NHL naming rights." He added it is "absolutely" a multimillion-dollar deal (WINNIPEGSUN.com, 6/16). In Winnipeg, Geoff Kirbyson reports MTS has an option to extend the deal "well past 2030." Under the agreement, MTS "will also remain the exclusive provider of telecommunications services to the MTS Centre." Ludlow said that "bringing MTS back on board helps provide sustainability and long-term viability to True North's business model." He added that True North is "in discussions with other significant corporate partners, including Coca-Cola, Labatt, Moosehead, Toyota and Corus" (WINNIPEG FREE PRESS, 6/17).
