The partnership with Halifax Regional Municipality and the Canada Games Center Society reflects a long‑term investment in community health, accessibility, and active living. The deal includes naming rights and new funding for programs aimed at broadening public access. Under the agreement, Manulife will contribute $100,000 a year for a decade, with the city indicating the funds will be used for facility improvements. Manulife will also spend about $300,000 on rebranding work at the site.
Formerly the Canada Games Center, the 176,000‑square‑foot facility at 26 Thomas Raddall Drive serves more than 10,000 members and close to one million visitors annually. It offers programming for families, seniors, youth, and high‑performance athletes, and will retain references to its Canada Games legacy throughout the building’s interior and exterior.
The sponsorship will support “Healthy Habits, Active Advice,” a relaunched program featuring guest speakers on nutrition and health, and will make the center’s field house and aquatics center available to the public for free once a month. The intention is to lower barriers to entry for residents who may not otherwise use the facility regularly.
“As a major employer in Halifax, we’re proud to deepen our roots in the community with this meaningful partnership,” said Naveed Irshad, president and CEO, Manulife Canada. “Health runs through everything we do at Manulife, from advancing longevity and supporting care to protecting wealth and financial well‑being. We believe that investing in accessible, community‑based programs is one of the most powerful ways we can help people live longer, healthier lives.”
Manulife employs more than 800 people across Nova Scotia and over 37,000 globally. The company has positioned its broader brand strategy around health, longevity, and financial security, including through the Manulife Longevity Institute, launched in November 2025 with a $350 million global commitment to research, innovation and community partnerships aimed at closing the gap between lifespan and healthspan. The Halifax initiative is being framed as a local expression of that longevity agenda.
For life and health carriers, the deal reflects a broader shift toward funding prevention and community wellness as a complement to traditional protection products. Halifax has been one of Canada’s fastest‑growing urban areas in recent years: its population grew 2.4% in 2024 to just over 502,000, driven largely by international migration, adding pressure on housing, health care and recreation infrastructure. At the provincial level, Nova Scotia’s population growth has outpaced homebuilding and strained health services, with long wait lists for family doctors and concerns about system capacity.
Against that backdrop, a relatively small but targeted investment in a high‑usage facility gives Manulife a visible role in public health infrastructure at a time when governments are looking to private partners to help support preventive care and active living. It also sits alongside a wider pattern of financial institutions using venue naming rights in Halifax – Scotiabank recently renewed its deal for Scotiabank Center through 2030 – as a way to anchor long‑term brand presence while funding capital upgrades.
For Manulife, the move complements its Vitality‑style wellness offerings and the Longevity Institute’s focus on helping people live not just longer but healthier lives. The Institute’s initial work included partnerships with the National Institute on Ageing and the Milken Institute, and a series of “longevity symposiums” across North America and Asia; the Halifax recreation‑center deal gives that global platform a concrete local touchpoint.
Local officials described the partnership as a way to align private capital with public health objectives as Halifax’s population grows.
“Halifax is growing, and with that growth comes the responsibility to invest in the health and well‑being of our residents,” said Mayor Andy Fillmore. “The Manulife Recreation Centre isn’t just a place to stay active, it’s a community hub where people of all ages and abilities can come together, connect, and thrive. This partnership ensures that we can expand programs, increase accessibility, and strengthen the sense of community that makes Halifax such a special place to live.”
Nova Scotia Premier Tim Houston called the agreement an example of public‑private collaboration in support of preventive health. “This partnership represents the best of what can happen when the private and public sectors come together to support our communities,” he said. “With Manulife’s support, the centre will continue to thrive as a cornerstone of healthy living in our province.”
The facility, originally built as a legacy project for the 2011 Canada Games, runs sport and recreation programs, camps and fitness classes in an environment the board says is intended to be inclusive of all ages and abilities. High‑performance sport and athlete development are supported alongside grassroots and recreational activities.
Deanna Severeyns, chair of the Manulife Recreation Center board of directors, said the new funding will be used to broaden access rather than change the center’s core mandate.
“This investment allows us to expand access and continue building a space where everyone – from toddlers to seniors – can thrive,” she said. “Our mission, programs, and commitments to the community have not changed – we’re investing in the future of health and wellness in Halifax. The centre was built as a legacy project, and this partnership with Manulife ensures that legacy continues to grow.”
A community grand opening event under the new name is planned for the summer, with further details to be released in the coming months.
