Brandon, MB – 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.
About Keystone Centre:
The Keystone Centre is the premier event and entertainment venue in Brandon, MB, providing a diverse range of facilities and programs that host a variety of events throughout the year. Committed to serving the community and making Brandon a vibrant destination, the Keystone Centre is home to agricultural shows, concerts, trade shows, and numerous sporting events.
About Manitoba Liquor & Lotteries:
Manitoba Liquor & Lotteries (MBLL) is responsible for distributing and selling liquor, providing gaming and entertainment experiences, and sourcing and distributing non-medical cannabis to provincial retailers. All profits are returned to the Government of Manitoba and are used to support provincial programs and initiatives that touch the people who live here. As a Crown corporation, MBLL enriches the lives of Manitobans by making the greatest possible contribution to the economic, environmental, and social well-being of our province.