Yesterday the Jets and Canada Life announced a new ten-year brand deal which will see the downtown arena in Winnipeg renamed the Canada Life Centre.
But Bell, who previously held the naming rights, will also remain part of the landscape of True North according to a second release sent out on Tuesday. One tidbit from the release was that their name will remain on helmets for the next five seasons.
The move was made this season for the first time in order to create some revenue for teams without fans. It wasn’t certain if it would be made permanent but it isn’t surprise that the Jets (and likely other NHL teams) will keep this as a revenue stream. It is fairly innocuous and better than branding on the jerseys themselves.
For those curious about the details of the Bell and True North multi-year partnership you can read it here.