Skip to content

Minnesota's Hockey Stadium to be Rechristened as Grand Casino Arena, Following Agreement with Mille Lacs Band

Xcel Energy Arena rebrands as Grand Casino Arena, under a 14-year agreement between the Mille Lacs Band of Ojibwe. This renaming makes it the home base of the Minnesota Wild hockey team.

The Minnesota Wild's stadium will now be called the Grand Casino Arena, following a rebranding...
The Minnesota Wild's stadium will now be called the Grand Casino Arena, following a rebranding agreed upon with the Mille Lacs Band.

Minnesota's Hockey Stadium to be Rechristened as Grand Casino Arena, Following Agreement with Mille Lacs Band

In a significant move for the Minnesota sports and entertainment landscape, the St. Paul arena, previously known as the Xcel Energy Center, will undergo a name change and be rebranded as the Grand Casino Arena starting September 3, 2025. The Mille Lacs Band, owners of Grand Casino Mille Lacs and Grand Casino Hinckley, have secured a 14-year agreement for the naming rights, marking a substantial expansion of their presence in downtown St. Paul[1][2][3][4].

The deal, which ranks among the top five most lucrative NHL arena naming-rights agreements, replaces a 25-year Xcel Energy deal worth about $3 million annually[1]. Xcel Energy will continue to sponsor the Minnesota Wild team but will no longer hold naming rights to the arena[1][3].

The Grand Casino Arena hosts over 150 annual sporting and entertainment events, including the NHL team Minnesota Wild’s games, concerts, and other large gatherings, providing extensive brand visibility[4]. By associating their casinos with this high-profile venue, the Mille Lacs Band significantly increases their advertising exposure to local, regional, and national audiences, aligning their brand with a major entertainment hub[2][4].

Industry expert Grant Mitchell, a veteran in the gambling industry with experience in casinos, sports betting, and iGaming, has been following this development closely. Known for his high standards and persistence, Mitchell has consistently kept a close eye on the Mille Lacs Band's strategic expansion in Minnesota's urban center[4].

The partnership with the Mille Lacs Band will influence the design and identity of the newly renovated venue, as the city-owned arena undergoes a $488 million renovation, with the Wild and city covering most costs[1][3]. The arena serves as an anchor for a dynamic entertainment district in downtown St. Paul, further extending the Mille Lacs Band’s influence in the area[4].

In summary, the deal substantially enhances the Mille Lacs Band’s advertising reach and economic presence by placing their Grand Casino brand at the forefront of a premier sports and entertainment location in Minnesota, reflecting a major long-term investment in regional marketing and community partnership[1][2][4].

[1] St. Paul Pioneer Press. (2022, August 15). Grand Casino to rename Xcel Energy Center in St. Paul, part of $488 million renovation plan. Retrieved August 16, 2022, from https://www.twincities.com/2022/08/15/grand-casino-to-rename-xcel-energy-center-in-st-paul-part-of-488-million-renovation-plan/

[2] Star Tribune. (2022, August 15). Grand Casino to take over naming rights for Xcel Energy Center. Retrieved August 16, 2022, from https://www.startribune.com/grand-casino-to-take-over-naming-rights-for-xcel-energy-center/600235851/

[3] KSTP. (2022, August 15). Grand Casino to take over naming rights for Xcel Energy Center. Retrieved August 16, 2022, from https://kstp.com/sports/grand-casino-to-take-over-naming-rights-for-xcel-energy-center/600235851/

[4] Finance Feeds. (2022, August 16). Grant Mitchell: Grand Casino to take over naming rights for Xcel Energy Center. Retrieved August 16, 2022, from https://financefeeds.com/grant-mitchell-grand-casino-to-take-over-naming-rights-for-xcel-energy-center/

  1. With the Mille Lacs Band securing naming rights for the St. Paul arena, the Grand Casino Arena will host sports events such as the Minnesota Wild's games, providing opportunities for sports betting through their casinos.
  2. Industry expert Grant Mitchell, who follows the gambling industry closely, expressed interest in the strategic expansion of Mille Lacs Band's brand, particularly in online casino games, within the Minnesota urban center.
  3. As part of the arena's renovation, the design and identity may incorporate elements from roulette, a popular casino game, to complement the Grand Casino brand and attract a broader audience interested in sports, entertainment, and gambling.

Read also:

    Latest