Princess Auto: pre-game to big name

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This article was published 23/01/2024 (649 days ago), so information in it may no longer be current.

It was akin to a gender reveal party, only everyone in attendance already knew the surprise that was coming.

Hundreds of people donning Winnipeg Blue Bombers gear, with most sporting T-shirts, sweaters and hats emblazoned with Princess Auto, met in the Pinnacle Room at the football stadium formerly known as IG Field to announce a new, significant partnership Tuesday afternoon.

For the next 10 years, beginning in April, the home of the Winnipeg Blue Bombers will be named Princess Auto Stadium. The two sides sealed the deal with hundreds of employees from the Winnipeg-born, Canada-wide retailer in attendance.

“They’re just such a fabric of the communities they are a part of across the country, and especially here in Winnipeg,” Bombers president and CEO Wade Miller told the Free Press. “It’s an unbelievable success story, the Tallman family, and what they do in this community is incredible. We’re just proud to be able to be a part of that and have Princess Auto as our stadium naming rights holder.”

The new name replaces IG Field, which was shortened from Investors Group Field after the Winnipeg-based company rebranded to become IG Wealth Management in 2019 — six years after signing what was the first naming rights contract for a brand new stadium in 2013.

Princess Auto has deep roots in River City, starting out as a small auto wrecker on Princess Street in 1933 before the company was purchased by Harvey Tallman in 1942. It has since grown into a billion-dollar outfit with more than 50 stores across Canada, including its headquarters in Winnipeg.

Princess Auto has had a formal partnership with the Blue Bombers the last three seasons, including as host sponsor of the pre-game festivities. But the Tallman’s love and passion for the Blue and Gold runs through generations and with the 10-year partnership now in place, the hope is to take that commitment to new heights.

“Any company can sign a cheque. For us, we’re so committed to Canada, to Winnipeg, and we just want to help them and be a part of what they’re building,” Princess Auto CEO Ken Larson said. “We want to bring people together. The world can be pretty divisive, so we want to be part of something that people can come to and the only thing they need to worry about is the line at the Rum Hut.”

For Princess Auto, there are a lot of benefits to the new contract, including having visual representation at Bomber games and on the University of Manitoba campus, which should help with their recruitment efforts. The plan is to continue sponsoring the pre-game party, while other ideas are currently in the works to create more added value, including hosting events not necessarily connected to football.

For the Bombers, it’s a lengthy commitment that brings financial stability and marks the end of a search for the club’s next top sponsor. While Miller refused to talk specific figures, sources close to the deal confirm the yearly financial commitment is in the low seven-figures and is worth notably more than the previous agreement.

The Bombers are coming off a second straight loss in the Grey Cup after winning back-to-back titles. They’re once again early favourites this season to get back to the championship game and will host the Grey Cup in Winnipeg the following year, in 2025.

Jeff.Hamilton@freepress.mb.ca

X: @jeffkhamilton