The Spirit of the Hamilton Tiger Cats

By / Wine + Drinks / April 30th, 2013 / 1

Brick Brewing Co. Limited has announced a new sponsorship between its Seagram brand and the Hamilton Tiger-Cats.The sponsorship grants Seagram exclusive pouring rights to sell its spirit-based coolers at all concession stands, private boxes and suites where alcohol is sold throughout the stadium. The partnership also means that visitors to the stadium will see Seagram advertising during each Ti-Cats preseason, regular season and playoff home games.

“We couldn’t be happier with this arrangement. The Ticats organization is the perfect fit for our family of Seagram all natural, pure spring water coolers” said Brick Brewing Vice President of Sales and Marketing Nick Relph. “The Hamilton Tiger-Cats are the embodiment of a hard work ethic, which is a driving force within our family of brewery employees.” Matt Afinec, Senior Vice President, New Stadium Development – Partnerships, Ticketing & Premium Seating suggested that the Seagram products will be a hit throughout the summer season.

The sponsorship deal, which runs through the entirety of the 2013 season, is the first major sponsorship of this kind for Seagram. Be prepared for a lot of cross-promotion, too, through Seagram packaging, promotion, merchandising and advertising.

What do you think about the fact that fans can now drink Seagram’s coolers during a Tiger Cats game?

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