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Regarding the NHL’s valuation, estimates vary: Forbes places it at $1.35 billion, Sportico at $1.33 billion, and Rustan at $1.5 billion. The discussion also highlights the ownership of the Winnipeg Jets, notably Mark Chipman. It’s remarkable that 15 years have passed since the Jets’ return to Winnipeg. Chipman’s vision turned into reality despite the failures of other leagues to regain markets lost to relocation, such as Minnesota and Atlanta. After the Jets left in 1996, Chipman’s strategic move to buy and relocate the Minnesota Moose to Winnipeg proved instrumental in proving fan support and prompting the team’s NHL return. Since then, True North Sports & Entertainment has energized Winnipeg through significant investments in the team and downtown development, including constructing True North Square—comprising residential, office, retail, and healthcare facilities—and acquiring the Portage Place Mall to expand the downtown core.
A rising business leader within the organization is John Olfert, who became President and COO a decade after graduating from the University of Winnipeg. Olfert has played a pivotal role in the team’s business expansions, including the Jets’ acquisition, the return of the Manitoba Moose, and the purchase of the Burton Cummings Theatre.
In hockey operations, Kevin Cheveldayoff serves as the general manager and EVP. Despite Winnipeg’s reputation as a less desirable destination, Cheveldayoff has successfully managed trades and signings, demonstrating strong leadership and a positive team culture that attracts and retains key players like Scheifele, Hellebuyck, and Connor, even amidst players’ desires to leave.
The Jets’ social media approach is notably innovative, earning them the Stanley Award for Social Media Club of the Year. Under leaders like Adam Krueger and Tyler Esquivel, their strategy emphasizes engaging, social-first content—such as behind-the-scenes videos, live shows, and community features—that fosters a strong connection with fans. Their YouTube channel, in particular, has expanded with exclusive content like pre- and post-game shows and a documentary series called “Runway,” offering an inside look at the team’s season.
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Fan Take: This news underscores how integral fan engagement and strategic investments are to the sport’s growth and sustainability. As teams like Winnipeg demonstrate, building community loyalty through content and real estate development can redefine a franchise’s future, inspiring hope for other markets seeking NHL inclusion.
