MTS Allstream didn't wait until the deal to buy the Atlanta Thrashers was finalized to extend its connection to the focal point of downtown Winnipeg.
The telecommunications company has signed a deal with True North that will see its name affixed to the MTS Centre for years to come.
Neither the price tag nor the length of the deal has been released but Jim Ludlow, president and CEO of True North, confirmed the renewed partnership.
"Neither of us saw any way of moving forward other than together. MTS has been a very good partner with us since 2004," he said.
Prior to the MTS Centre opening in the fall of 2004, MTS signed a 10-year naming rights agreement on the $133.5 million building.
Ludlow said the two companies would announce the details of the naming rights "in short order."
He said it goes without saying that the new deal will be considerably richer than the previous one as MTS is now associated with one of only 30 buildings in North America where NHL hockey is played.
MTS declined to comment on any deal. Instead, Selina Hinds, the company's director of corporate communications, said it joined with the rest of Manitobans in celebrating the NHL coming back to Winnipeg.
"The return of the NHL is fantastic news for Winnipeg," Hinds said.u
– Compiled by Geoff Kirbyson
from Western Investor July 2011
