CFL’s Hamilton Tiger-Cats Gets New Brewery Sponsor

April 29, 2013

Hamilton Tiger-Cats have announced a partnership with Brick Brewing Co. Limited for the Seagram brand to sponsor the Canadian Football League (CFL) team.

The sponsorship grants Seagram exclusive pouring rights in the spirit-based cooler category at all concession stands, private boxes and suites where alcohol is sold throughout the stadium. The partnership also provides Seagram with in-stadium signage during each Ticats 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.”

“We’re very excited to welcome Seagram onto our team. We’re sure their products will be a hit with our fans throughout the hot summer season.” said Matt Afinec, Senior Vice President, New Stadium Development – Partnerships, Ticketing & Premium Seating.

The sponsorship deal, which runs through the entirety of the 2013 season, is the first major sponsorship of this kind for Seagram. The partnership is expected to be cross-promoted through Seagram packaging, promotion, merchandising and advertising.