MOLSON EX PINS SPONSORSHIP WITH WWFE CANADA
By Adnews Staff
Molson Export and Toronto-based World Wrestling Federation Entertainment Canada Inc. are teaming up in a multi-year sponsorship agreement announced yesterday. Under the terms of the agreement, Molson Export will sponsor the WWF programs Raw is War, Live Wire and SmackDown. The brand's exclusive beer/malt beverage sponsorship rights to the WWF trademark will include broadcast and Internet elements in addition to in-case and on-premise promotions. "Molson Export and the World Wresting Federation are a perfect fit," Molson Canada vice-president Rob Guenette said. According to the two, both target the core consumer group of males 19 to 34 years of age. An in-case promotion featuring four different collectible Molson Export/WWF T-shirts launches Feb. 26. The T-shirts will feature different logos from the WWF television programs Molson Export is sponsoring. The promotion is scheduled to run until March 30. Consumers will also have the chance to win tickets to attend WWF events in Toronto and New York at sports bars and restaurants across Canada.