Founded with a vision to produce premier live events for the cultural enrichment of Saskatchewan and beyond, Sask Entertainment Group (SEG) has emerged as an influential entity in the province's entertainment landscape. SEG, owned by the Priestner family, is a subsidiary of Go Auto Corporation, the largest automotive network in Western Canada.

Since 2013, SEG and the Priestner family have been the sole owners of the Western Hockey League (WHL)’s Saskatoon Blades, a pillar of Saskatoon’s hockey community since 1964. Upon acquiring the Blades in 2013, the Priestner family expressed their promise to keep the team in Saskatoon, demonstrating their strong commitment to the city of Saskatoon and province of Saskatchewan as a whole. In May 2021, the Priestner family acquired the National Lacrosse League (NLL)’s Saskatchewan Rush, a professional lacrosse team that had captured the hearts of sports enthusiasts across the province since 2016. The acquisition solidified SEG & the Priestner family’s promise to continue supporting local sports and engaging with the Saskatchewan community.

In early 2022, SEG entered into an agreement with Saskatchewan Place Association Inc. to co-manage the operations of Saskatchewan’s premier live entertainment venue, SaskTel Centre. SaskTel Centre has remained Saskatchewan’s foremost meeting place and go-to destination for entertainment since opening in 1988. Some of the world’s biggest events and stars have stopped in for a night or two at SaskTel Centre including the 1989 & 2010 IIHF World Junior Hockey Championship, six sold-out Garth Brooks concerts in 2016, a two-night stop on Elton John’s 2019 Goodbye Yellow Brick Road tour, an attendance-record-setting show from Metallica in 2018, and the Lieutenant Governor’s Centennial Gala for the Queen and Duke of Edinburgh in 2005.

Under the direction of Executive Director Scott Ford, SEG has continued to expand its portfolio in the entertainment industry, demonstrating buying-power and producing revered Canada-wide music festivals and touring events. Since 2014 SEG’s SaskTel Centre-produced 3-day classic rock festival, Rock the River, has been a pillar of the perfect Saskatoon summer and, with a sold-out 2023 festival, shows no signs of slowing down. In addition to Rock the River, SEG has expanded its classic rock festival portfolio to include Rock Maple Ridge in Maple Ridge, BC, Rock the Kootenays in Cranbrook, BC, Cariboo Rocks the North in Prince George, BC, Rock the District in Edmonton, AB, and Rock the Harbour in Halifax, NS. In addition, SEG has promoted and co-promoted concerts at numerous venues across Western Canada and SEG’s Motorsports Spectacular has remained a successful 5-city annual touring event across Canada.

SEG's unwavering commitment to delivering top-notch entertainment, fostering community engagement, and supporting local talent has remained at the forefront of its mission. With a history marked by the ownership of beloved sports teams, successful music festivals, and now co-management of an iconic Saskatchewan venue, Sask Entertainment Group continues to shape the cultural fabric of Saskatchewan, captivating audiences and promising to continue creating lasting memories for years to come.