London’s most iconic entertainment and sporting venue in the downtown core is getting a new name. In a joint proposal from the arena’s owners, Oak View Group (OVG), and Canada Life Insurance company, Budweiser Gardens will soon be renamed to Canada Life Place.

“We are thrilled about this partnership with Canada Life,” said Kelly Austin, general manager of OVG. “Together, we will continue to bring world-class entertainment and sporting events to Southwestern Ontario.”

The news comes just after OVG announced massive renovations at the venue, starting with a new scoreboard that was revealed at the start of last month. Next up, the arena will see new modernized concession stands and updated luxury suites.

“Canada Life Place is more than a name, as it signals our commitment to this community, to our shared growth, and shared success,” said Canada Life President and COO Fabrice Morin. “For 150 years, London has been our home and we’re proud of our roots. This new arena agreement means a lot to our team, including the 3,500 Canada Life employees who call London home.”

The vote was unanimous amongst the city council when the proposal was made. 

“This rebranding to Canada Life Place reinforces the arena's landmark role in bringing people together and driving London’s economic growth,” said Mayor Josh Morgan. “I’m excited to see what this new chapter will bring.”

Budweiser’s rights to the current name of the arena expired this year. In 2012, the beer giant purchased the naming rights for a 10-year deal worth $6.4 million, which was extended by two additional years.

When the venue first opened in October of 2002, it was named after the local brewery as the John Labatt Centre, which also garnered the abbreviated nickname JLC for short. Labatt still holds the title as the venue's official beer, with their rights expiring in 2031.

The multi-purpose complex seats 10,000, serving as the home of the London Knights and the London Lightning. The arena has hosted numerous prestigious events over its 22 years of service to the city.

It has hosted two Memorial Cup championships, one in 2005 and the other in 2014. Other events include the World Figure Skating Championship in 2013, and the JUNO Music Awards in 2019. In total, the venue has held close to 2,800 events.

Canada Life’s 10-year deal takes effect on Oct. 11.