Our Portfolio

Winnipeg Jets
The Winnipeg Jets Hockey Club is a National Hockey League (NHL) franchise passionately supported by one of the most fervent hockey markets in the world. Leveraging the Winnipeg Jets brand that dates back 40+ years, the current franchise is focused on and committed to a long-term draft-and-develop strategy. From the capacity crowds at Canada Life Centre, to the “True North” shout-out during the national anthem, the Winnipeg Jets are a cherished hockey brand that has been embraced by both our regional market and hockey fans around the world.

Manitoba Moose
Meeting the demand for family entertainment and supporting the Winnipeg Jets draft-and-develop strategy, True North relocated its long-held American Hockey League (AHL) franchise back to Winnipeg in 2015. Picking up on the 15 years of hockey and entertainment that the original Manitoba Moose provided (1996-2011), Moose hockey gives fans an up-close-and-personal glimpse into the Jets’ future – many of the Jets’ draft choices and prospects make up a majority of the Moose lineup. Utilizing the practice facilities at hockey for all centre and playing home games at Canada Life Centre, the Manitoba Moose are developing players, coaches and employees alike while also offering a family friendly entertainment experience.

Canada Life Centre
Consistently lauded as one of the top sports and entertainment arenas in North America, Canada Life Centre has hosted many of the biggest musical/entertainment acts and sporting events their respective industries have to offer. Regarded as one of the busiest arenas in Canada since its opening in 2004, Canada Life Centre is home to the NHL’s Winnipeg Jets and AHL’s Manitoba Moose and hosts over 140 premier events each year. The venue celebrated its 20-year anniversary Nov. 16, 2024, and the same year, welcomed its 20 millionth guest. The success of Canada Life Centre stems from an unwavering commitment to providing a superior guest experience at every event. Over the last two decades, reinvestment in Canada Life Centre’s amenities and services has exceeded the cost of the venue’s initial construction. Not just a meeting place for premier sports and entertainment events, Canada Life Centre has also been a catalyst for development, anchoring Winnipeg’s downtown renaissance which has since seen hundreds of millions of dollars in public and private investment, new construction and enhancements designed to draw people to live and work in downtown Winnipeg.

hockey for all centre
hockey for all centre opened in 2010, as a public-private-partnership offering four NHL regulation size hockey rinks. The official practice facility of the Winnipeg Jets and Manitoba Moose, hockey for all centre welcomes more than 750,000 players and visitors each year, serving minor hockey associations, adult recreation leagues, tournaments, summer camps and casual rentals with more than 11,500 hours of ice time annually. It is also home to Winnipeg Jets Hockey Development and the True North Youth Foundation’s Winnipeg Jets Hockey Academy and serves as home ice for several tenant teams and leagues, including the Manitoba Women’s Junior Hockey League and Sledge Hockey Manitoba. Ancillary services include dedicated goalie training centre, the Esso Ice Lab, high performance fitness and training facility, Focus Fitness, and the licensed lounge, restaurant, catering and meeting space, The Press Box.

The Burton Cummings Theatre
Nestled on the edge of Winnipeg’s Exchange District, and a short few blocks from Canada Life Centre, is one of Canada’s most acclaimed live music and performance venues, The Burton Cummings Theatre, formerly known as the Walker Theatre. Named after the famed frontman of The Guess Who and Winnipegger, Burton Cummings, the theatre, affectionately known as “The Burt”, is an immediate draw with its unique appeal, both visually and sonically. The 1,581-seat vaudeville era theatre, both a National Historic Site of Canada and Provincial Heritage site, was built in 1906 and over the decades, has staged ballets, operas, Broadway-style shows to now modern-day concerts and events. True North Sports + Entertainment acquired ownership of the venue in 2014 and officially purchased it in 2016, reinvesting more than $2 million, and counting, to revitalize not only the theatre, but also the downtown neighbourhood, and local entertainment scene. Initially hosting less than 30 events annually, True North has consistently grown programming to over 100 events per year which bring more than 100,000 visitors to enjoy all genres of music and everything from comedy, magic, theatrics and community programming. The Burt is also home to the annual summer outdoor festival series, the Burt Block Party.

True North Real Estate Development
True North Real Estate Development (TNRED) is a well-known Winnipeg based developer and owner of mixed-use real estate and sports entertainment assets in Winnipeg, including the 1.5 million-sq.-ft. transformative mixed-use True North Square. TNRED remains committed to a better Winnipeg through the pursuit of real estate developments that produce meaningful social and economic impacts, and that contribute to the growth and development of the downtown core and to attracting people to live, work and play downtown.

Jets Gear / True North Shop
Passionate fans of the Jets and Moose shop where the players shop – Jets Gear and TrueNorthShop.com. As the official store of the Winnipeg Jets (NHL) and Manitoba Moose (AHL), Jets Gear stocks well-known apparel and licensed-goods brands such as adidas, Reebok, CCM, Under Armour, New Era and Levelwear to provide our fans with the most extensive and exclusive collections for both our teams. Jets Gear stores are conveniently located throughout Winnipeg with five locations, including our flagship store at Canada Life Centre, St. Vital Centre, CF Polo Park, and Kildonan Place. On game nights, Jets Gear operates up to seven additional locations found throughout Canada Life Centre concourses, including a walk-in store located in the Portage Avenue atrium on the Scotiabank Premium Suites Concourse. For Jets and Moose fans located outside the city, province or country, TrueNorthShop.com offers the same variety of merchandise, but on a convenient online portal with shipping worldwide.

TN Touring
TN Touring was established in 2017 as an extension of the entertainment promotion of True North Sports + Entertainment. With connections to top producers and agents across North America, TN Touring brings exciting Broadway-calibre touring productions to mid-size arenas in Canada’s medium and smaller markets, meeting audience demand for high-quality entertainment in these cities.TN Touring launched its first show, The Illusionists, which began a tour of seven markets in April 2018.

Fannex
True North Sports + Entertainment is proud to be a partner in Fannex – an in-game mobile entertainment system that is changing the fan experience at live sporting and entertainment events. Developed in Winnipeg by Emotion Media Inc., Fannex is host to a growing library of games and interactions like Check in to Win, trivia, and shuffle that provide a game within a game that fans can interact with using their smartphones. Fannex also provides new digital sponsorship opportunities for corporate partners to engage with fans, and gain valuable data and insights. In collaborating with True North and partner investor IC Group LP over the past several years, Emotion Media has developed Fannex into a versatile, scalable, and user-friendly application that will meet the entertainment and business needs of sports teams, from minor to pro. Over a dozen teams across North America have already licensed, deployed and benefited from the Fannex experience, including the Calgary Flames (NHL), Winnipeg Jets (NHL), Manitoba Moose (AHL), Brandon Wheat Kings (Western Hockey League), University of North Dakota Fighting Hawks (NCAA), and the Winnipeg Goldeyes (American Association Baseball). For more information visit fannexlive.com.