End of an Era? Xcel Energy Center’s Days May Be Numbered

The lucrative world of venue naming rights in Minnesota is limited to a select group, and a prominent member is about to cash in on a name change.

Naming rights for venues can demand big money, U.S. Bank Stadium sold its naming rights for a reported $220 million over 25 years, and Minnesota-based Target sponsors both Target Field and Target Center, and both of those venues get well over $1 million a year for naming rights.

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The Wild call the Xcel Energy Center home, and since its opening in 2000, Minnesota-based Xcel Energy has held the naming rights for $3 million per year, but that 25-year contract is about to expire, and according to reports, a new name for the venue could be in the works.

Sports reporter for TwinCities.com, Charley Walters, is reporting that the Xcel Energy Center could be no more, and a new name for the Wild's home ice is expected after the next NHL season. Walters is reporting that one company has already made an offer to the Wild for the naming rights, "and a handful of other firms are seriously interested".

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This report is also being backed-up by reporter Judd Zulgad, who says in a response to a question about the naming rights for the Xcel Energy Center on X, he says, "I heard a name change was coming at the end of the season but nothing on the potential replacement."

Could Target be "targeting" their third venue in Minnesota? Doubtful, Target has its corporate headquarters in Downtown Minneapolis, so there is a bigger tie for them there than in St. Paul, where the Xcel Energy Center is. My guess would be a bank or another financial institution with ties to Minnesota as the next naming sponsor, but I would love to see Minnesota-based Hormel come in with an offer to make the new home for the Wild, the SPAM Center.