Minnesota Wild's Home Arena to Rebrand as Grand Casino Arena
The Minnesota Wild confirmed on Monday that their home venue will be rebranded as the Grand Casino Arena starting this September. This change follows the expiration of Xcel Energy's naming rights after a 25-year tenure.
In a strategic move, Minnesota Sports and Entertainment has partnered with Grand Casino Mille Lacs and Grand Casino Hinckley, both owned by the Mille Lacs Band of Ojibwe, for a 14-year naming rights agreement. The transition will see all signage, both inside and outside, updated to reflect the new branding before the NHL's 2025-26 regular season kicks off in October.
Virgil Wind, Chief Executive of the Mille Lacs Band of Ojibwe, described this partnership as a "bold step" aimed at revitalizing the band’s economy amid declining casino visitation. "This will put the Grand Casino brand in front of millions of Minnesotans and visitors every year at hockey games, concerts, and major events," Wind stated. He emphasized the importance of visibility and brand recognition in today's market, noting that traditional advertising alone is insufficient for future growth.
Wind clarified that no tribal government funds were utilized for this initiative; it was financed through Grand Casino's existing marketing budget. "It's not just business. It's an investment in our sovereignty, an investment into our future," he remarked. "Our ancestors taught us to plan for future generations and to act with courage and wisdom. This isn't merely about placing our name on a building; it's about establishing lasting visibility and relevance for the next generation."
Despite the rebranding, Xcel Energy will continue its partnership with the Wild, focusing on expanding access to ice hockey for families across Minnesota through its "Community Power Play" program.
Additionally, the arena may soon undergo significant renovations. The Wild and the City of St. Paul are seeking assistance from the Minnesota Legislature for a $488 million upgrade to the complex. Officials have indicated that state funding would enhance security at the northeast entrance, improve ADA accessibility, alleviate corridor congestion, and modernize restroom facilities.
Initially, the Wild and City officials proposed a more extensive $770 million renovation plan that included upgrades to the RiverCentre and Roy Wilkins Auditorium. They aimed to secure approximately $394 million from state General Fund appropriations bonds, which require legislative approval. Currently, they are requesting only $50 million from the state for the revised project.
