WINNIPEG — Looks like it will be a little longer before you see an animal rights campaign logo painted on the ice in a Winnipeg hockey arena.

One day after People for the Ethical Treatment of Animals said a Winnipeg arena would be the first in the country to have the campaign — a modified version of the Vancouver Olympic logo bludgeoning a baby seal — a representative of the arena, Canlan Ice Sports Winnipeg, rejected it.

Duke Dickson, senior vice president business development of the Canlan Ice Sport Corp. in North York, Ont., said the logo was rejected the moment they actually saw it. Canlan operates the Highlander arena.

"It is our opinion that the use of this artwork is not representative of our position relative to the spirit of the Olympic games, the 2010 Vancouver Olympics, and the hard work and dedication that the thousands of Canadian Olympians have shown in hopes of realizing their dreams," Dickson said today.

"We will not be part of anything that shines a negative light onto the endeavors of these young athletes and do not support the efforts of organizations that wish to do so.

"While sympathetic to the plight of the seals and the nature of the seal hunt, it is our feeling that it is inappropriate to attempt to create a connection between this cause and the 2010 Vancouver Olympic games."

Ashley Byrne, spokeswoman for the American-based PETA, who told the Free Press on Tuesday that they had chosen Winnipeg to unveil the campaign and they hoped the arena would accept the art work, said she was surprised to hear it was rejected.

"I'm sorry to hear that," Byrne said.

"It's definitely disappointing. As soon as I'm back in the office I'll check where we're going from here."