Minnesota's most recognizable hockey venue will shed its 25-year identity this fall when the Xcel Energy Center becomes Grand Casino Arena under a new naming rights partnership announced Monday.
The 14-year deal between Minnesota Sports & Entertainment and the Mille Lacs Band of Ojibwe marks the end of an era for the downtown St. Paul arena, known colloquially as "The X" since opening in 2000. The name change takes effect September 3, with all signage replaced before the 2025-26 NHL season begins.
The partnership represents the Mille Lacs Band's latest investment in downtown St. Paul, building on its 2013 acquisition of the InterContinental St. Paul Riverfront and DoubleTree hotels12. Grand Casino operates gaming destinations in Mille Lacs and Hinckley under tribal ownership.
"This is more than a name change — it's a signal of where we're headed as a business," said Ronda Weizenegger, Grand Casino's chief executive officer1. "Grand Casino Arena represents the strength of tribal enterprise and our ongoing investment in Minnesota's future."
Mille Lacs Band Chief Executive Virgil Wind told CBS News the partnership addresses declining casino visitation through increased brand visibility3. "Traditional advertising isn't enough anymore if we want Grand Casinos and the band's economic future to thrive," Wind said3. The deal was funded through Grand Casino's existing marketing budget, not tribal government dollars3.
While ending its naming rights agreement, Xcel Energy will continue as a Wild partner through a new "Community Power Play" program providing grants for youth hockey organizations and facility improvements12. The utility company held naming rights since the arena's construction for the NHL's 2000 expansion team3.
"We are extremely thankful for our 25-year naming and team marketing rights partnership with Xcel Energy," Wild owner Craig Leipold said in April when the naming rights conclusion was first announced1.
The naming change comes as the Wild and St. Paul seek $50 million in state funding for a $488 million arena renovation12. The project would expand the facility's north wall, improve accessibility, and update infrastructure for the venue that hosts over 150 events annually3.
The 17,954-seat arena serves as home ice for the NHL's Minnesota Wild and PWHL's Minnesota Frost, while hosting major concerts and the state high school hockey tournament13.
