Hamilton Tiger-Cats Sign New Spirit Sponsor

Canadian Football League’s Hamilton Tiger-Cats have announced a new sponsorship deal with Brick Brewing Co. Limited through its Seagram brand.

The sponsorship grants Seagram pouring rights in the spirit-based cooler and cider category at all concession stands, private boxes and suites where alcohol is sold throughout Tim Hortons Field for the next three years.

The agreement also provides Seagram with in-stadium signage and promotional activation during each Tiger-Cats preseason and regular season games. “We couldn’t be happier with this arrangement. It will enable us to take the Seagram brand to a whole new level. The Hamilton Tiger-Cats organization is the perfect fit for our family of Seagram all natural, pure spring water coolers and ciders,” said Brick Brewing President and CEO George Croft. “It really allows us to take Hamilton Tiger-Cats football to our drinkers and provide an experience with our brands.”

Tiger-Cats Senior Vice President and Chief Sales Officer Matt Afinec commented, “We are proud to partner with a great Canadian brand like Seagram Coolers and Ciders, who will play a key role in delivering the first-class fan experience at Tim Hortons Field beginning next season.”

The sponsorship agreement is the first major sponsorship of this kind for Seagram coolers and cider which is expected to be cross-promoted through Seagram packaging, promotion, merchandising and advertising.