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

Although SportsBusiness sources said it "ranks in the top five most lucrative naming-rights deals for an NHL arena," the precise value was not made public.

Since its opening in 2000, the 18,000-seat venue in downtown St. Paul has been known as the Xcel Energy Center, or "The X." However, the agreement ended after 25 years.

The new agreement, according to the Mille Lacs Band, which runs the Grand Casino Mille Lacs and Grand Casino Hinckley, is revolutionary 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.”

Increasing Pattern

The agreement is the most recent in a rising number of naming rights agreements between major sports teams and tribal casino operators.  This began in 2014 when the casinos of the Gila River Indian Community joined together with the Arizona Coyotes.

The tribal gambling sector is moving away from reservation-based operations and toward more brand awareness and influence in response to growing competition and evolving markets.

According to Virgil Wind, the chief executive of the Mille Lacs Band, traditional advertising is no longer sufficient to sustain economic viability.  Tribes like his seek to increase brand awareness and reach new markets by obtaining prominent naming rights.

According to Wind, the collaboration is a "bold step" to raise brand awareness in the face of dwindling casino attendance.

“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.”

Anticipated Stadium Development  

The naming rights agreement was paid for with the casino's current marketing budget; no money from the tribal government was utilized.

The Minnesota Wild and Xcel Energy will continue to collaborate on community hockey initiatives in spite of the name change.

 The City of St. Paul owns the arena, which might also be renovated.  To assist pay for improvements that would enhance accessibility, security, and the fan experience, the Wild and the City are applying for state funds.  Originally asking for $394 million, officials are now asking for $50 million from the state.