The Winnipeg Blue Bombers will soon have a new name for their home field: Princess Auto Stadium. The name change will take effect in April.
“Princess Auto has been a long-time supporter of the Winnipeg Football Club, and we are thrilled to expand and extend this relationship with our new stadium naming rights partnership,” said team president and CEO Wade Miller in a statement.
“This partnership aligns two organizations committed to serving the community, promoting sports, and enhancing the fan experience. Together, we look forward to creating unforgettable memories for our fans and supporters.”
The change came following the expiration of the club’s 12-year naming rights agreement with IG Wealth Management. The new deal with Princess Auto is a 10-year agreement.
“We are proud to join forces with the Winnipeg Football Club and the incredible Winnipeg community,” said Princess Auto president and CEO Ken Larson. “Our shared values of teamwork, dedication, and a passion for excellence make this a natural fit. We can’t wait to see the Princess Auto name proudly displayed on the stadium and to connect with fans in a meaningful way.”
The venue opened in 2013 and is located on campus at the University of Manitoba in the south area of Winnipeg. It plays host to the Blue Bombers, Manitoba Bisons, and Valour FC of the Canadian Premier League.
The facility originally opened as Investors Group Field, though it was renamed IG Field in 2019. Seating has been slightly reduced over the past decade, now sitting at 32,343. The turf at the stadium is currently being replaced with installation expected to finish in May.
Princess Auto was founded in Winnipeg in 1942 and remains headquartered in the city. The privately-owned farm, industrial, and garage retailer owns and operates over 50 stores across Canada.
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