The Winnipeg Jets are off to the races in the 2025 Stanley Cup Playoffs, and while fans continue to ride the wave of a thrilling opening game victory, they’re not the only ones who are celebrating.
Businesses in the city also have a vested interest in the team’s success as they experience an uptick in foot traffic and sales, while standing to cash in as the team goes deeper in the postseason.
“The past few weeks it’s been flooded with a lot of stuff to be done,” said Matheus Aquino, general manager of Royal Sports on Pembina Highway.
“More people coming in for hats, more people coming in for merch,” he said. “It’s been a lot more than we’ve had in the past two years I’d even say.”
Aquino attributes the uptick in demand for Jets merchandise to the team’s success on the ice. They won a franchise-record 56-games, the Central Division and Presidents’ Trophy in the regular season.
He said one of the most popular pieces of merchandise so far has been a white baseball hat with the Jets logo used from the 1990 to 96, which also features a “Goals for Kids” patch on the side.
“This actual model sold out within an hour,” said Aquino while joking that he was lucky to be able to get his hands on one.
Businesses in downtown Winnipeg are also hoping the Jets are in for a long stay in the playoffs.
Businesses in the area saw a 90 per cent increase in sales just for the Jets’ first game of the 2024 playoffs — a run which ultimately ended with the team getting knocked out in the first round — according to Olivia Billson with Downtown Winnipeg BIZ.
“This is a huge opportunity for our downtown businesses,” said Billson. “They’re excited, they’re putting their best foot forward.
“We have dozens of businesses who are expanding their hours, they’re putting on specials, bringing in projectors,” said Benson. “It is huge.”
At Boujee Restaurant & Bar on Main Street, owner Amit Saini said the restaurant is already reaping the benefits of the playoffs.
Saini said they did 50 to 60 per cent more business than on a regular season game day during Winnipeg’s 5-3 win over the St. Louis Blues Saturday.
“Our lounge was full and after the game there were so many walk-ins that came by, our bar was full, our restaurant side was full,” he said.
“Compared to a regular Jets game, we don’t get so many walk-ins, so it was overwhelming and good.”
The Jets current playoff run isn’t the only major sporting event that will drive people downtown this year.
The Winnipeg Sea Bears host pre-game parties in True North Square before every home game, but later this summer, they’ll host the Canadian Elite Basketball League’s championship weekend festivities.
Part of that includes a three-day street festival featuring live music, food trucks and more, which is set to take place in True North Square and on Graham Avenue between Edmonton Street and Hargrave Street, according to a news release from the league.
The Canadian Football League is also promising to deliver “Canada’s biggest social” when the 112th Grey Cup rolls into the Manitoba capital.
Part of the festivities will include a free street festival with indoor and outdoor spaces on the University of Winnipeg campus, and the CFL fan experience will take place at the Axworthy Health and RecPlex, according to Instagram posts from the Grey Cup Festival Instagram account.
“Downtown is seeing a huge transformation,” said the BIZ’s Billson.
Those events are also something that excites Saini for Boujee.
“These things will make people happy, excited and make them come out of their houses and socialize … so very, very excited for the business part and the [socialization] part too.”
Meanwhile, back at Royal Sports, Aquino is confident the Jets will go far and hopes people will continue to shop locally.
“It’s been very, very good,” said Aquino. “We’re very happy with it.”
