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League Announces Charter Marketing Partnership With Labatt Blue

10/16/2002, 12:52pm EDT
By National Lacrosse League

The National Lacrosse League welcomes Labatt Blue as its charter corporate marketing partner in the United States. The NLL and Labatt Blue have reached an exclusive three-year marketing agreement slated to begin with the 2002-2003 season. The top selling Canadian beer and the #3 imported beer in the U.S., Labatt Blue is now the official beer of all NLL activities in the League's U.S. markets (8 teams), including a significant presence at all U.S. games and events. The eight U.S. markets are Albany, Buffalo, Columbus, Denver, Northern New Jersey, Long Island, Philadelphia and Rochester. Financial terms were not disclosed.

'We are excited to welcome Labatt Blue as our charter corporate partner in the United States,' said NLL Commissioner Jim Jennings. 'As the national game of Canada with a solid base of corporate partners, we are pleased to launch a similar base of corporate leaders for our teams in the United States. Labatt Blue recognizes our growing popularity in the US, and we thank them for joining us. This announcement provides further proof of our growing level of recognition in the United States, especially among corporations and mainstream sports fans.'

Further details on marketing elements will be announced at a later date, but will include significant tie-ins to the existing Labatt Blue 'Blue Card' loyalty program and the League's popular 'meet the player' post-game parties.

With exciting proprietary marketing programs like the Blue Card and the commitment to winter sports, Labatt Blue intends to develop an NLL program for the month of March and will include point of sale for on-premise and off-premise accounts in local markets as well as a consumer element at www.labattblue.com.

'Lacrosse is about teamwork, and this marketing partnership celebrates the joining of two brands who share a rich Canadian heritage and an extremely loyal fan base,' said Geoff Blanck, Senior Brand Manager for Labatt Blue. 'To partner with the country's fastest-growing team sport is a privilege for us, and a great opportunity to be associated with Canada's national game. Like our popular Labatt Blue hockey program, this sponsorship brings the Labatt Blue experience to the Lacrosse lifestyle, fans and players. We are looking forward to a year ahead that is as exciting and fast-paced as the sport itself.'

League sponsorships of the National Lacrosse League apply to the teams and games involving all of the eight US teams:

Albany Attack Pepsi Arena
Buffalo Bandits HSBC Arena
Columbus Landsharks Nationwide Arena
Denver (to be named) Pepsi Center
New Jersey Storm Continental Airlines Arena
New York Saints Nassau Coliseum
Philadelphia Wings First Union Center
Rochester Knighthawks Blue Cross Arena

About Labatt USA: Headquartered in Norwalk, Conn., Labatt USA imports and brews an array of specialty beers including Labatt Blue (the largest brand in the Labatt USA portfolio), Labatt Blue Light, Rolling Rock, Dos Equis, and Tecate. Labatt USA is a joint venture of Labatt Brewing Co. Ltd., Canada, which is a wholly owned subsidiary of Interbrew S.A. of Belgium; and of FEMSA Cerveza S.A. de C.V. of Mexico, owner of Cerveceria Cuauhtmoc Moctezuma.

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