Starting September 3, 2025, the iconic venue in downtown Saint Paul—home to the NHL’s Minnesota Wild and host to over 150 events annually—will officially operate under its new name: Grand Casino Arena.
The financial terms were not disclosed, but sources told SportsBusiness the deal ranks among the top five most lucrative naming rights agreements in NHL history. With this move, the 18,000-seat arena in downtown St. Paul, known as Xcel Energy Center since it opened in 2000, ends its 25-year naming deal.
“Grand Casino Arena will serve as the anchor of a dynamic entertainment district that transforms downtown Saint Paul,” said Craig Leipold, majority owner and principal investor in Minnesota Sports & Entertainment. “The 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.”
“This is more than a name change - it’s a signal of where we’re headed as a business,” said Ronda Weizenegger, Chief Executive Officer of Grand Casino. “Grand Casino Arena represents the strength of tribal enterprise, and our ongoing investment in Minnesota’s future.”
Jeff LaFrance, Head of Marketing for Grand Casino, highlighted the brand’s ambitions for fan engagement: “Grand Casino Arena gives us an incredible platform to engage fans, tell our story in bold new ways, and bring the Grand Casino experience to downtown Saint Paul. From digital activations to in-arena surprises, we’re building something unforgettable.”
As part of the agreement, the venue will undergo a full signage transition—both interior and exterior—including a new center ice logo ahead of the 2025–26 NHL season.
The deal marks a growing trend of tribal casino operators partnering with pro sports teams for naming rights, which began in 2014 when the Gila River Indian Community teamed up with the Arizona Coyotes. With more competition and shifting markets, tribal casinos are expanding beyond reservation-based operations to build statewide brand recognition.
“This will put the Grand Casino brand in front of millions of Minnesotans and visitors every year at hockey games, concerts, and major events,” said Mille Lacs Band Chief Executive Virgil Wind. “Traditional advertising isn’t enough anymore if we want Grand Casinos and the band’s economic future to thrive.”
The naming rights deal was funded through Grand Casino’s marketing budget. No tribal government funds were used.
Despite the name change, Xcel Energy will remain a Minnesota Wild partner, focusing on community hockey programs.
The City of St. Paul, which owns the arena, and the Wild are seeking $50 million in state funding for renovations, down from a previous $394 million request. Upgrades would improve security, accessibility, and the fan experience.
On April 15, 2025, the Minnesota Wild announced a new multi-year deal with Xcel Energy to continue as a key community and business partner, even after its naming rights contract expires later this year.
Dingnews.com 01/07/2025