Minnesota Wild Stadium Renamed Grand Casino Arena in Tribal Gaming Deal

• Mille Lacs Band secures 14-year naming rights deal
• Grand Casino boosts visibility through NHL arena branding
• Tribal gaming partnerships rise in pro sports sponsorships
  

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The arena currently known as the Xcel Energy Center, home of the NHL’s Minnesota Wild, will be renamed the Grand Casino Arena from September 3 as part of a new 14-year naming rights deal with the Mille Lacs Band of Ojibwe.

The exact dollar amount was not disclosed, but SportsBusiness sources indicated it “ranks in the top five most lucrative naming‑rights deals for an NHL arena.”

The 18,000-seat facility in downtown St. Paul has been the Xcel Energy Center – aka “The X” – since it opened in 2000, but that deal expired after 25 years.

The Mille Lacs Band, which operates the Grand Casino Mille Lacs and Grand Casino Hinckley, said the new deal was a game-changer for its Grand Casino brand.

This is more than a name change — it’s a signal of where we’re headed as a business,” said Ronda Weizenegger, Grand Casino CEO. “Grand Casino Arena represents the strength of tribal enterprise, and our ongoing investment in Minnesota’s future. We’re proud to partner with the Minnesota Wild to bring this vision to life.”

Growing Trend

The deal is the latest in a growing trend of naming rights deals between tribal gaming operators and professional sports teams. This kicked off in 2014, when the Gila River Indian Community’s casinos partnered with the Arizona Coyotes.

Faced with increasing competition and changing markets, the tribal gaming industry is shifting from reservation-based operations to broader brand visibility and influence.

Wind said the partnership is a “bold step” to increase brand visibility 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,” he said. “Traditional advertising isn’t enough anymore if we want Grand Casinos and the band’s economic future to thrive.”

Stadium Development Expected  

No tribal government funds were used for the naming rights deal, which was paid through the casino’s existing marketing budget.

Despite the name change, Xcel Energy will remain a partner with the Minnesota Wild, working together on community hockey programs.

The arena, which is owned by the City of St. Paul, may also undergo renovations. The Wild and the City are seeking state funding to help pay for upgrades that would improve accessibility, security, and fan experience. Officials are requesting $50 million from the state, a reduction from an earlier $394 million request.