Princess Auto is new stadium partner for Winnipeg Blue Bombers

Rendering of new Princess Auto Stadium.

Winnipeg’s Princess Auto is the new stadium partner for the Winnipeg Blue Bombers and Valour FC, signing a 10-year agreement.

IG Field will become Princess Auto Stadium in April, with rebranding activities starting this spring. The work includes new signage for the stadium’s exterior as well as the Princess Auto logo placed at centre field. W

“This is another step in the long-term relationship we’ve already had with Princess Auto,” said Wade Miller, Winnipeg Football Club president and CEO, with the announcement. “The company has been a huge sponsor of the club over the years; they’ve ran ticket promotions with their staff that began in the 1990s and most recently sponsored our Princess Auto Tailgate Area and the game day broadcast on CJOB. Now we’re thrilled to have them involved even further on game days and through other events we’re planning for the stadium.”

Princess Auto has deep roots in Winnipeg, with its first store opening in 1933. Today, the company has 54 locations across Canada.

“This is a huge deal for our company. Number one, we’re proud to be Winnipeggers, Manitobans, and Canadians and you don’t get much bigger or much more Canadian than the Blue Bombers and the CFL. Harvey Tallman was a season ticket holder back at Osborne Stadium; his sons Larry and Bob became season ticket holders at the Polo Park Stadium and continued that to what is now Princess Auto Stadium. Now Bob’s sons, Matthew and Mark, run the business and they are ticket holders. There’s a long family connection with the Blue Bombers. They’re a hard-working, authentic Canadian institution just like our customers, just like us. It really is a natural fit,” said Princess Auto’s CEO, Ken Larson.

IG Wealth Management was the first naming rights partner at the new stadium opened in 2013. IG will remain the wealth management sponsor.


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