Keystone Centre Announces Major Naming Rights Partnership with Manitoba Liquor & Lotteries

The Keystone Centre is proud to announce a significant new  partnership with Manitoba Liquor & Lotteries (MBLL), who has secured naming  rights to the Keystone Centre’s Viewing Lounge and Assembly Hall, as well as  additional branding opportunities, as part of a multi-year Community Partner  sponsorship agreement. 

The agreement represents a three-year investment from MBLL in support of the  Keystone Centre’s role as a hub for community events, entertainment, agriculture,  and sport across Westman and beyond. 

In addition to facility branding, the partnership directly supports community  programming. Through the Manitoba Liquor & Lotteries Fan Zone, local teams and  organizations that contribute to the community are eligible to receive 12 tickets to  cheer on the Wheat Kings at ice level. MBLL will also sponsor a Wheat Kings  bobblehead night each season, and participate in Wheat Kings in-game activities,  giveaways, and ceremonial moments. 

“We are thrilled to welcome Manitoba Liquor & Lotteries as a partner at this level,” said Connie Lawrence, CEO & general manager of the Keystone Centre. “This  partnership strengthens our ability to provide high-quality events and experiences  for our community, while enhancing the guest experience through upgraded spaces  and increased collaboration. MBLL’s commitment to community aligns perfectly  with the work we do here every day.” 

MBLL’s investment helps offset the costs of hosting community sporting events,  agricultural exhibitions, conferences, fairs, and entertainment programming— ensuring the Keystone Centre continues to serve as a vital economic and cultural  anchor for Westman. 

“We are proud to be able to provide this support that will enhance the many  outstanding programs and events hosted at the Keystone Centre,” said Gerry Sul,  President & CEO, Manitoba Liquor & Lotteries. “Whether it is taking in a Wheat Kings hockey game, enjoying the Royal Manitoba Winter Fair, or participating in one of the many other events held throughout the year, it is without a doubt the Keystone  Centre plays an important role in bringing Manitobans together and enriching the  community.” 

The agreement, which came into effect September 1, 2025, includes opportunities  to expand or renew the partnership beyond 2028, with MBLL holding the right of first  refusal for continued involvement.