Winnipeg ICE, Brandon Wheat Kings announce partnership with Princess Auto

Brandon / Winnipeg, MB.Manitoba’s Western Hockey League franchises have announced that one of Canada’s leading retail chains have come on board as a major corporate partner for the 2019-20 Western Hockey League season.

The agreement will give Princess Auto Ltd. an opportunity to directly engage with thousands of passionate hockey fans of both the Brandon Wheat Kings and Winnipeg ICE.

This year marks the first time in thirty-five years that Manitoba has featured two WHL franchises. While the Wheat Kings joined the Western Canada Hockey League in 1967, the ICE moved from Cranbrook, B.C. to the provincial capital last spring.

Princess Auto Ltd. is a Canadian retail chain offering tools and equipment in metal fabrication, air and power, hydraulics and surplus items. It was started in Winnipeg in 1942 and now has locations across Canada.

“Princess Auto believes in supporting the possibilities of our next generation of figure-it-outers. Whether on the ice, or in the classroom, the players on the Brandon Wheat Kings and Winnipeg ICE are a testament to a bright and prosperous future,” said Craig Coutts, Vice-President Marketing, Princess Auto. “We are excited to be a sponsor of the Teams and look forward to a great season.”

Sponsorship details include in arena signage and digital programming with both clubs as well as a game sponsorship in both markets.

Additionally, Princess Auto will give fans the chance to win some great prizes in a special “Sounds Like a Tool” Contest at selected games and will present special video features at both Westoba Place and the Max Bell Centre in Winnipeg highlighting the Hardest Working Player from each game.

“We’re very excited to announce this new partnership,” says Wheat Kings’ general manager Darren Ritchie. “There is a natural fit for fans of both Manitoba teams with Princess Auto. Our fans are not only avid hockey fans, but many are loyal customers of this great family owned Manitoba company.”

“This is a really exciting partnership between both Manitoba-based WHL franchises and Princess Auto,” explained Matt Cockell, ICE President and General Manager. “We are extremely excited to work with Princess Auto this year and for future years too.”


About Princess Auto

Princess Auto is a family-owned, Canadian company employing over 2,500 Team Members, with our Home Office in Winnipeg, Manitoba. We serve our customers through 46 stores coast-to-coast, a National Call Centre, and our online store. 

We serve the home mechanic, the repairperson, the trade professional, the inventor.. basically, the “hands-on” type who likes to figure things out for themselves. We exist because of our customer. We aim to provide the tools and equipment they need and offer an outstanding shopping experience backed by our Princess Auto Guarantee: “No sale is final until you’re satisfied”. That means we will gladly repair, replace, or refund any product to your satisfaction. We mean it.

For more information about the company visit Join us on Twitter @princessauto or Facebook

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