Naming Rights Agreement to Conclude December 31, 2026
SASKATOON, February 2, 2026 – TCU Financial Group and TCU Place jointly announced today that the current naming rights agreement will not be renewed when it concludes on December 31, 2026.
The decision follows thoughtful and collaborative discussions and reflects a natural transition after more than 20 years of partnership. During that time, TCU Financial Group has played a significant role in supporting arts, culture, conventions, and community life in Saskatoon.
The agreement remains fully in place through the end of 2026, ensuring continuity for clients, partners, and patrons.
“This is a planned transition that builds on a strong legacy and positions TCU Place and Saskatoon for the future. While the naming rights will change, our appreciation for TCU Financial Group’s contribution does not end. We look forward to celebrating the legacy it leaves behind, as we remain Saskatoon’s premier gathering place.” – Tammy Sweeney, Chief Executive Officer, TCU Place
TCU Place enters this next chapter from a position of strength, generating approximately $44 million in annual economic impact, supporting hundreds of local jobs, and serving as a cornerstone of Saskatoon’s cultural and business community. The organization is also integrally involved in the planning for the downtown event and entertainment district, creating exciting opportunities for future growth and partnership.
This transition creates an opportunity to welcome a future naming partner who will play a pivotal role in the next chapter of TCU Place and the city itself – a new partner who, like TCU Financial Group, is aligned with our values, invested in community impact, and ready to grow alongside Saskatoon.
Questions & Answers
Why is TCU Financial Group not renewing the naming rights agreement?
This was a mutually understood and respectful decision following thoughtful discussions. After more than 20 years, both organizations recognized this as a natural transition point. Importantly, the agreement remains in place through December 31, 2026, allowing for an orderly and well-planned transition.
Does this mean TCU Financial Group is pulling support from TCU Place?
No. This announcement relates specifically to naming rights. TCU Financial Group has been a long-standing and valued partner, and we are grateful for their contributions over the past two decades. The conclusion of the naming rights agreement does not diminish the legacy of that relationship. We look forward to welcoming TCU Financial Group hosting many events in our building over the coming years.
Is TCU Place experiencing financial challenges?
Quite the opposite. TCU Place is in a strong financial position, with solid revenues, disciplined cost management, and positive momentum. In 2025, we generated a $500,000 surplus to start rebuilding reserves, approximately $44 million in economic impact and supported hundreds of jobs in Saskatoon.
Will this impact events, bookings, or patrons?
No. There is no impact to clients, patrons, or events. The naming rights agreement remains fully in place through the end of 2026, and TCU Place continues to operate as Saskatoon’s premier convention, arts, and event venue. If you are a client of TCU Place, your contract with TCU Place will be fulfilled as it is – even if your event takes place after our current naming agreement ends in December.
When will a new naming partner be announced?
Naming rights agreements typically take 12–18 months to complete. We are in the early stages of the process and are focused on identifying the right partner—not rushing the decision.
What are you looking for in a new naming partner?
We are seeking a partner aligned with our values and with Saskatoon’s future — one that sees naming rights as more than signage, but as a meaningful, activated partnership that supports community impact, economic growth, and downtown vitality.
Will the building’s name change immediately?
No. The current name remains in place until December 31, 2026. Any future change would be communicated well in advance and implemented through a carefully planned transition.
How does the downtown event and entertainment district factor into this?
We have been, and continue to be, integrally involved in the planning for the downtown event and entertainment district. A future naming partner will have the opportunity to play a pivotal role in that next chapter, aligning their brand with one of Saskatoon’s most important civic assets.
Is the City of Saskatoon involved?
Yes. As with all major sponsorship and naming agreements, the City is engaged and supportive of a thoughtful, value-driven approach that protects public interest and maximizes community benefit.
Further Questions?
If you have any questions, please don’t hesitate to reach out using our Contact form.
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