London could be losing a long-time Bud.
Canada Life’s proposed 10-year title sponsorship deal for the core arena will go to London city council for a vote later this month. If approved at its Sept. 24 meeting, the new name would be rolled out as soon as early October.
“Canada Life has called London home for 150 years, and we’re excited about this opportunity to build on our shared history,” Canada Life president and chief operator Fabrice Morin wrote in an email to The Free Press. “We look forward to working with the city council and answering any questions they might have as we move through next steps.”
A New Chapter for the Arena
The title sponsorship of the arena by Budweiser-brewer Labatt is set to expire this year, paving the way for the Canada Life rebrand.
The exact amount of the sponsorship deal with Canada Life has not been disclosed.
Canada Life – which came about as the result of a 2020 consolidation of three life insurance companies, including London Life Insurance Co., all owned by Great-West Lifeco Inc. – has about 3,500 staff in the city. The Winnipeg-based insurer offers life, health and dental, disability, critical illness and group workplace benefit plans. It also offers investment, retirement and wealth management solutions.
The downtown arena is managed by Oak View Group, a professional sports and commercial management company based in Denver, Colo.
“We’re excited to be partnering with Canada Life as we continue to position the venue as a premier destination for entertainment, sports and community events in London and Southwestern Ontario,” Oak View Group Canada president Tom Pistore said in a statement.
“As a company with deep roots in London, Canada Life shares our dedication in supporting the community.”
A History of Names
The proposed change to Canada Life Place would be the third name for the downtown landmark.
The arena opened as the John Labatt Centre in October 2002. The name was changed to Budweiser Gardens in 2012 as part of a 10-year deal worth $6.4-million. The sponsorship agreement was set to expire in 2022 but was extended until 2024.
Labatt is still the official drink sponsor at the venue until 2031.
Not the First Canada Life Arena
London’s downtown arena won’t be the first in Canada to borrow the Canada Life name. The company also is the title sponsor of the Canada Life Centre in Winnipeg, the home of the NHL’s Jets.
A Look Back: Milestones of the Venue
Here are some key moments in the history of London's downtown arena:
- Oct. 11, 2002: The arena opens as John Labatt Centre and holds its first event, a London Knights game
- Oct. 13, 2002: The venue hosts its first concert, a sold-out Our Lady Peace show
- May 21–29, 2005: The John Labatt Centre hosts the Memorial Cup
- Oct. 11, 2012: The John Labatt Centre officially is renamed Budweiser Gardens
- March 11-17, 2013: The 2013 World Figure Skating Championships are held at Budweiser Gardens
- May 16-25, 2014: Budweiser Gardens hosts the Memorial Cup
- March 16-17, 2019: The Juno Awards are held at Budweiser Gardens
- March 3-12, 2023: The 2023 Tim Horton’s Brier is held at Budweiser Gardens
- Sept. 24, 2024: London city council votes on whether to rename the arena Canada Life Place
What's Next for Canada Life Place?
The upcoming vote by London City Council marks a significant step for the city's landmark venue. If approved, the rebranding to Canada Life Place will usher in a new era for the arena. As Canada Life takes the helm, its commitment to supporting the community, alongside its deep-rooted history in London, promises an exciting future for the venue. While the name may change, the arena's dedication to hosting thrilling sporting events, captivating concerts, and engaging community events is expected to endure, ensuring it remains a central hub for London and Southwestern Ontario.
