Our Portfolio

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 both the practice facilities at the Bell MTS Iceplex and home games at Canada Life Centre, the Manitoba Moose are developing players, coaches and employees alike. Furthermore, the Moose offer a family friendly entertainment experience, while participating in the best development hockey league in the world.

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 sporting, musical and entertainment events each year. The success of Canada Life Centre stems from its unwavering commitment to providing a superior guest experience at every event. Leading that charge are True North employees who seek to exceed expectations for customer service, operations and security at Canada Life Centre. The venue is not only a meeting place for premier sports and entertainment events, it has also been a catalyst for development in downtown Winnipeg. Often cited as the anchor of Winnipeg’s downtown renaissance, a number of major projects designed to draw people to live and work in downtown Winnipeg are sprouting up all around Canada Life Centre including True North Square.

hockey for all centre

The hockey for all centre opened in 2010, as a public-private-partnership offering our community four NHL regulation size hockey rinks, and providing 12,000 hours of ice annually. The hockey for all centre has been recognized as a Hockey Canada Centre of Excellence, and serves minor hockey associations, adult recreation leagues, tournaments, summer camps and casual rentals. The hockey for all centre also serves as the official practice facility of the Winnipeg Jets and Manitoba Moose. It’s home of the Winnipeg Jets Hockey Academy (operated by the True North Youth Foundation), which provides hockey programming to underserved children and youth. Ancillary services available at the hockey for all centre include the Ice Lab (a dedicated goalie training centre), Focus Fitness (a high performance fitness and training facility), and The Press Box (a licensed lounge, catering and restaurant that can also support and conference facilities/meeting rooms).

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. Named after the famed frontman of The Guess Who and Winnipegger, Burton Cummings, the theatre, affectionately known now as “The Burt”, is an immediate draw with its unique appeal, both visually and sonically. The 1,581-seat theatre, both a National Historic Site of Canada and Provincial Heritage site, was built in 1906. True North Sports + Entertainment assumed management and operating control of the venue in 2014 and purchased it in 2016. Over the decades, the vaudeville era theatre has staged ballets, operas, Broadway-style shows to now modern-day concerts and events. Offering a vintage, yet carefully maintained interior space that includes a 70’ vaulted ceiling and three levels of audience seating, The Burt provides a memorable experience for both audience and performers. Under True North management, the annual event calendar has grown to include more than 70+ live entertainment events per year.

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.


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.