LABATT RENEWS AGREEMENTS WITH NHL, CBC
By Adnews Staff
Labatt Breweries of Canada has renewed partnership agreements with the National Hockey League and CBC's Hockey Night in Canada. Previous four-year agreements between the brewer and both organizations were drawing to an end. As part of Labatt's new five-year deal with the NHL, Labatt Blue will become the official beer of the NHL in Canada. The deal also gives Labatt the right to use the NHL name and logo on its brand communications in Canada and internationally. Labatt and the NHL will also collaborate on a number of upcoming Internet and television initiatives as well as on international activities. Under the brewer's new two-year deal with CBC, Labatt becomes the preferred brewery broadcast sponsor of Hockey Night in Canada. The deal also grants Labatt exclusive beer advertising rights during the first, third and overtime periods of Stanley Cup playoff games. Also, Labatt will be the only brewery with the right to run promotions with Hockey Night in Canada during the playoffs. Financial details of these agreements are not known. Public relations for Labatt are handled by Weber Shandwick Worldwide.