The new Winnipeg Jets logo is doing more for the Canadian Forces than just paying tribute.

True North Sports and Entertainment, which owns the team, will give $1 million to military charities over the next ten years.

Maj.-Gen. Alain Parent, commander of 1 Canadian Air Division, said it was easy to partner with the new hockey outfit.

"Winnipeg has had a long association with the air force," he said. "Blue Bombers and Jets are both aircraft that have served or are serving the air force."

"In turn, we consider Winnipeg to be the heart of the air force," he said.

Money will be donated to the Military Families Fund, the Air Force Heritage Fund and Soldier On.

The Jets unveiled their logo — a sleek fighter jet over a red Maple Leaf inside a navy blue and grey circle — which is known in military terms as a roundel. It was based on an RCAF emblem.

However, not everyone was pleased with the new look.

Jets season tickets holder Maurice Therrien said using a military logo for entertainment isn't right.

"I'm not against the Forces at all," he said. "It's just that I didn't think it fit in that context."

Parent, on the other hand, disagreed.

"We see this as a win-win opportunity for both organizations," he said.