Mille Lacs Band of Ojibwe to Rebrand Xcel Energy Center as Grand Casino Arena

The Mille Lacs Band of Ojibwe has secured a major naming rights deal in Minnesota. Under this latest agreement, Minnesota Sports and Entertainment, which operates the Xcel Energy Center, will rename the venue to Grand Casino Arena in St. Paul.

The X to Change Its Identity

The naming rights deal will change the identity of the Xcel Energy Center, providing greater visibility to the tribe’s Grand Casino Mille Lacs and Grand Casino Hinckley. The center is set to be renamed to Grand Casino Arena on September 3 this year. The property’s branding and signage will be updated accordingly. The ice insignia will also receive a refresh before the next NHL season.

The 14-year agreement will change how locals see the center. Known by many simply as “the X,” the venue has become popular due to the numerous hockey and musical events it hosts every year. With the new naming rights deal secured, the property will provide greater visibility to Grand Casino Mille Lacs and Grand Casino Hinckley, expanding the Mille Lacs Band of Ojibwe’s presence.

However, this isn’t to say that Xcel Energy’s presence at the venue will end. The Minnesota Wilds, an NHL team that plays its home games at the Xcel Energy Center, will continue its partnership with the brand. Under the latest agreement, Xcel launched a Community Power Play program with the team. As its name suggests, the program will provide help to grassroots hockey organizations, empower promising athletes, and make investments in local rinks and facilities.

A One-of-a-Kind Deal

In the meantime, representatives of the Mille Lacs Band of Ojibwe hailed the 14-year agreement with Minnesota Sports and Entertainment. They said that they think they are the only tribal organization to have signed such a monumental naming rights agreement with a major sports center. Tribe representatives also noted that this deal is a great development for the tribe as a whole.

Ronda Weizenegger, CEO of Grand Casino, explained that this deal is more than a name change. According to her, the agreement represents “the strength of tribal enterprise,” as well as her team’s ongoing “investment in Minnesota’s future.”

We’re proud to partner with the Minnesota Wild to bring this vision to life.

Ronda Weizenegger, CEO, Grand Casino

Craig Leipold, majority owner and principal investor in Minnesota Sports and Entertainment added that Grand Casino Arena will redefine entertainment in downtown St. Paul. He said: “Тhe Mille Lacs Band of Ojibwe has been a strong supporter of and investor in this city. We are thrilled for their partnership and support of the arena.”