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For the country’s two biggest brewers – neither of which is Canadian-owned – the stakes in the fight over the NHL sponsorship rights have become much bigger than just Hockey Night in Canada. In the age of social media, Molson intends to use the sponsorship to integrate its Canadian brand more than ever in the lives of drinkers.
BEER TEAMS
Labatt Breweries of Canada may have lost out on its bid for the rights to sponsor the NHL, but on Tuesday it announced it had scored new deals for sponsoring three of the league’s Canadian teams, including its newest club and the Stanley Cup finalist. Here’s a breakdown of the brewery-team matchups:
Labatt: Winnipeg Jets, Vancouver Canucks, Calgary Flames
Molson: Edmonton Oilers, Toronto Maple Leafs, Ottawa Senators, Montreal Canadiens
THE DEAL
The $375-million deal, which runs seven years, reportedly includes the following expenditures: approximately $100-million for the rights, $100-million in guaranteed advertising buys, and $100-million in so-called activation, which includes costs for the events and special promotions staged by Molson to capitalize on its rights.
