Multi-year naming rights include the Main Arena and Agricultural Centre
(BRANDON, Manitoba – July 16, 2025) — Assiniboine Credit Union is proud to announce that Assiniboine Credit Union Place and Assiniboine Credit Union Agricultural Centre are the new names of two major components of Brandon’s historic Keystone Centre.
The naming rights were most recently held by Westoba Credit Union, which merged with Assiniboine Credit Union and Caisse Financial Group in January 2025.
The Keystone Centre is a joint venture between the City of Brandon, Government of Manitoba, Provincial Exhibition of Manitoba and private donors like Assiniboine Credit Union.
Kevin Sitka, Assiniboine Credit Union President & CEO, is thrilled that over 1.8 million visitors a year will see the newly merged credit union’s name when they attend hockey games, exhibitions, concerts and other events.
“We are committed to people, businesses and partners in communities throughout Manitoba, which includes producers and businesses that support the agricultural economy in Western Manitoba,” Sitka said. “And being associated with the Keystone Centre — one of Brandon’s largest economic catalysts and contributor to the social fabric in Western Manitoba — to be part of its legacy, is very exciting for our newly merged credit union.”
“We’re thrilled about the continued evolution of our partnership with Westoba Credit Union as they merge with Caisse Financial Group and Assiniboine Credit Union,” says Connie Lawrence, CEO & General Manager of the Keystone Centre. “For the past eight years, Westoba Credit Union has been a dedicated naming rights partner, committed to collaboration and to strengthening the Keystone Centre’s role in the community. Our early conversations with the broader team at Assiniboine Credit Union have been incredibly positive, and there’s a strong sense of optimism that this valued partnership will not only continue – but grow even stronger.”
Sitka adds that the Keystone Centre’s mission, “to build and strengthen community one experience at a time,” is an outlook that “really resonates with what Assiniboine Credit Union is all about.”
Media contact:
Sylvie Laurencelle-Vermette
Vice President, Communications and French Language Services
Assiniboine Credit Union
204.583.4325
slaurencelle@acu.ca
Jared McKenzie
Director of Marketing & Ticketing
Keystone Centre
204.726.3534
jared@keystonecentre.com
About Assiniboine Credit Union
Assiniboine Credit Union (ACU) is a financial co-operative with $9.6 billion in assets, locally owned by over 216,000 Manitobans. Our workforce includes nearly 1000 Manitobans and member- owners who choose to work here. Our branch network is geographically unique and has the widest distribution of branches of any financial co-operative in Manitoba. As a certified B Corp, ACU serves its member-owners and operates on Treaty One, Treaty Two, and Treaty Five lands, the homeland of the Anishinaabeg, Anisininew, Assiniboine, Dakota Oyate, Denesuline, Inninew, and Saulteaux. We acknowledge the Inuit in Northern Manitoba and that Manitoba is the homeland of the Red River Métis.
To learn more about ACU visit www.acu.ca.
About the Keystone Centre
The mandate of the Keystone Centre is to enhance the lives of Westman residents through providing a safe, family-friendly, multi-functional, full-service facility for use in a wide range of events, meetings, entertainment, agricultural and recreational activities throughout all seasons, accessible to everyone in the community.
To learn more about the Keystone Centre visit www.keystonecentre.com.