Sponsorship & Marketing

Blue Bombers’ home takes on new naming rights partner

Featured image credit: Winnipeg Blue Bombers

The home stadium of Canadian Football League (CFL) franchise Winnipeg Blue Bombers and Canadian Premier League (CPL) football club Valour FC will change naming rights partner for the first time since opening after a new 10-year deal was struck with tools and equipment retail store chain Princess Auto.

The 32,000-seat stadium at the University of Manitoba’s Fort Garry campus was initially named Investors Group Field when it opened in 2013. It was renamed to IG Field in 2019 after Winnipeg-based Investors Group rebranded to IG Wealth Management.

From April, the facility will be known as Princess Auto Stadium. IG Wealth Management will continue as the Blue Bombers’ wealth management sponsor.

“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 Winnipeg Football Club president and CEO, Wade Miller.

“This partnership aligns two organisations 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.”