Tuesday, October 11, 2011

Budweiser Plans More Hockey Experiences for Canadian Fans

Toronto, ON

Labatt Breweries of Canada confirmed today that the Ontario Superior Court of Justice has dismissed its suit against the National Hockey League and MolsonCoors, regarding NHL sponsorship rights. Mr. Justice Geoffrey Morawetz said that the reasons behind the dismissal will be released at a later date. Labatt said it would review its legal options at that time.

"While we are surprised and disappointed by this outcome, Budweiser remains the favourite beer of hockey fans across Canada," said Charlie Angelakos, Labatt's Vice President, Corporate Affairs. "Budweiser is excited and privileged to continue to bring our enthusiasm for the greatest game in the world to Canadians from coast-to-coast. We just launched today our unique and exciting new Budweiser First Beeriod advertising campaign and we will reinforce our relationship with hockey through programs we've developed at both the grass roots and professional team levels in Canada during the 2011-2012 season."

The Budweiser First Beeriod campaign heightens fan anticipation with an extra 20-minute period before each game.

Budweiser's hockey plans include a variety of in-store and in-bar hockey experiences using various media and brand promotions. The foundation for the program is giving fans what they want most - more hockey. Labatt plans to build the connection between Bud and hockey and fans across the country by leveraging its hockey partners.

Plans also include specific consumer experiences for the fans of the Vancouver Canucks, Calgary Flames andWinnipeg Jets. Budweiser is now the official sponsor of these three Canadian based teams. Labatt and its sister company Anheuser-Busch are sponsors of 23 of the 30 NHL teams in North America through the Bud Light and Budweiser brands.


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