MontrealAlouettes.com
MONTREAL – The Montreal Alouettes and Labatt Breweries of Canada are pleased to officially announce a new and comprehensive marketing agreement. Thanks to this partnership, Labatt, with over 166 years of brewing excellence, becomes the official and exclusive beer sponsor and supplier of the Montreal Alouettes starting in the upcoming 2014 season.
“We’re thrilled to welcome Labatt to the Alouettes family. This partnership has three big winners: Labatt and the Alouettes of course, but most of all the Alouettes fans who will benefit from new commercial experiences and initiatives,” explained Alouettes President and Chief Executive Officer, Mark Weightman.
The multi-year deal will benefit fans with a greater selection of domestic malt beverages at the stadium during games as well as through other local promotional activities throughout the course of the season.
“Labatt is very pleased to see the Budweiser brand associated with a celebrated sports institution like the Montreal Alouettes,” stated David Barrow, Quebec Regional Vice President, Labatt Breweries of Canada. “Through this partnership we hope to create an exceptional experience for our consumers and sports fans alike. It will be a great privilege for us to share this with Alouettes fans.”
One of the most exciting parts of this new relationship is that the Alouettes and Labatt will activate their association through bars, resto-bars and retailers providing the Montreal Alouettes with additional exposure while creating new bonds with fans.
“With this important investment through its new partnership, Labatt exhibits that the Montreal Alouettes can successfully contribute to the marketing and promotional strategies of major brands. By joining our prestigious group of partners, Labatt confirms the ever-growing interest of the Alouettes in the private sector. We were pleased with our discussions with the Labatt team in which each of our organization’s objectives were accomplished. We are thrilled to team up with Labatt once again,” added Alouettes Vice President, Corporate Partnerships, Jean Couvrette.
As part of the partnership, Labatt will also activate through in-game elements such as on-site branding and on digital boards.
