True North Sports + Entertainment was established in 1999 with the vision of bringing Winnipeg to the forefront of the sports and entertainment industry. The most significant milestones in reaching that vision have been the construction of Canada Life Centre, a 15,294 seat sports and entertainment complex in downtown Winnipeg, which opened in 2004. In May of 2011, True North announced the purchase of a National Hockey League franchise and in June, 2011, reintroduced the iconic Jets name to the community and the rebranded Jets became the official name of Winnipeg’s NHL franchise.
Canada Life Centre has consistently been ranked as one of the top 5 venues in Canada and in the top 20 in the World in terms of entertainment tickets sold. In the 17 years since opening, Canada Life Centre has welcomed over 22 million guests through its doors. True North expanded its operations in 2010 with the construction of hockey for all centre, a four-pad community hockey complex which also serves as the official training facility of the Winnipeg Jets. In 2014, True North acquired the Burton Cummings Theatre for the Performing Arts, a 1600 seat historic theatre located in downtown Winnipeg. The following year, True North announced the return its American Hockey League franchise, the Manitoba Moose, to Canada Life Centre. The Moose serve as the venue’s second tenant. In early 2016, True North unveiled True North Square, an iconic five-tower mixed-used development project which will include office, hotel, residential, retail, parking and a breathtaking central plaza only steps away from Canada Life Centre.
True North Sports + Entertainment employs more than 270 full-time and 1000 part-time staff.