A new chapter begins for hockey fans and entertainment lovers in Minnesota. Starting September 3, 2025, the iconic Xcel Energy Center, home of the Minnesota Wild and countless major events, will officially be renamed Grand Casino Arena. This change comes after a landmark 14-year naming rights partnership between Minnesota Sports & Entertainment (MSE) and Grand Casino Mille Lacs and Grand Casino Hinckley, owned by the Mille Lacs Band of Ojibwe.
The announcement signals more than a simple rebranding—it marks the beginning of a broader vision for downtown Saint Paul as a vibrant entertainment hub.
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What Does the Grand Casino Arena Deal Mean for Saint Paul?
Craig Leipold, majority owner and principal investor in MSE, emphasized that Grand Casino Arena will serve as a centerpiece for the continued revitalization of downtown Saint Paul. “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.”
The Mille Lacs Band’s involvement in this partnership reflects not only their commitment to entertainment but also their contribution to economic development and cultural connection across Minnesota.
How Will the Grand Casino Arena Look Different?
One of the most immediate and visible changes will be the arena’s signage. Both interior and exterior signs, including the iconic center ice logo, will be updated to reflect the new Grand Casino Arena identity. This rebranding will be completed ahead of the 2025-26 NHL regular season, ensuring that fans attending Minnesota Wild games, concerts, and other events will experience the arena’s fresh new look from day one.
In addition to signage, Grand Casino’s marketing team, led by Jeff LaFrance, promises exciting new activations and experiences for fans. “This partnership is a dream — 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”.
What Happened to Xcel Energy Center’s Longstanding Partnership?
The existing naming rights deal with Xcel Energy Center, which has proudly stood for nearly 25 years, will come to a close after the 2024-25 season. However, this does not mark the end of the relationship between Xcel Energy and the Minnesota Wild.
Earlier this year, on April 15, 2025, the Wild and Xcel Energy announced a new multi-year agreement ensuring Xcel remains a major business and community partner for the team, even as the arena itself transitions to a new name.
The nearly quarter-century partnership with Xcel Energy has been central to the arena’s history, making it one of the most recognized venues in professional sports.
What Is the Legacy of the Xcel Energy Center?
Opened on September 29, 2000, Xcel Energy Center quickly became one of North America’s premier multi-purpose arenas. With a seating capacity of 17,954, it has hosted over 33.5 million fans for Minnesota Wild games, concerts, tournaments, and world-class events.
Some of the most memorable moments in the arena’s history include:
- The first Minnesota Wild preseason game in 2000
- The 2008 Republican National Convention
- NCAA Men’s Frozen Four championships (2002, 2011, 2018, 2024)
- U.S. Figure Skating Championships and USA Gymnastics National Championships
- Concerts by legends like Prince, Taylor Swift, Bruce Springsteen, Elton John, The Rolling Stones, and Madonna
Beyond entertainment, the venue has been recognized globally for its sustainability efforts. Certified by LEED (Gold), EIC/SES (Gold), and Green Globes, the complex is unique in achieving all three prestigious sustainability recognitions.
Who Are the Key Players Behind the Grand Casino Arena Partnership?
This transformative deal is the result of collaboration among several influential organizations:
- Grand Casino Mille Lacs and Grand Casino Hinckley, operated by the Mille Lacs Band of Ojibwe, are two of Minnesota’s premier gaming and hospitality destinations.
- Minnesota Sports & Entertainment (MSE), owner of the Minnesota Wild and other key facilities in Saint Paul, continues its role as a major driver of the region’s sports and entertainment industry.
- OVG Global Partnerships, a leader in securing naming rights and sponsorship deals, played a pivotal role in bringing the partnership to life.
- Norden Strategies, with Ted Johnson’s leadership, was instrumental in facilitating the agreement.
When Will Fans Experience Grand Casino Arena for the First Time?
The transition to Grand Casino Arena will be fully completed before the puck drops for the 2025-26 NHL season. Fans attending events from September 2025 onward will see the updated signage and experience the new branding in action.
The partnership promises not only a new name but also innovative fan experiences, digital activations, and a deepened connection between the arena and the broader Minnesota community.
