BELL CANADA ACQUIRES NAMING RIGHTS FOR MOLSON CENTRE, BREWER PARTNERS WITH NBA CANADA
By Adnews Staff
Montreal-based Bell Canada has acquired the naming rights to the Molson Centre. The 20-year $100 million dollar deal will see the Molson Centre become the Bell Centre at the start of the next hockey season this September. According to Molson, it relinquished the building's naming rights in order to ensure the team's future and prosperity. Included among the naming rights is external building signage and identification at centre ice and other various locations where the name appears. Bell will also be recognized on all of the building's promotional materials. Additional terms of the agreement will see Bell become the exclusive telecommunications products and services provider to the Molson Centre and the Montreal Canadiens hockey club and the preferred telecommunications services supplier to Molson. Once the naming rights have been transferred Molson's commitment to the Canadiens will include ice advertising, signage in the arena, sponsorships, pouring rights and venue and broadcasting agreements.
In other Molson news, the brewer has formed a new three-year deal with NBA Canada Inc. around its Molson Canadian brand. Under the terms of the deal, Molson becomes the official beer sponsor of the NBA in Canada as well as sponsor of the "Top Gun" elite competitive category of the NBA's Hoop It Up 3-on-3 national basketball tournament. Molson, through its local accounts, will also become the official NBA Hoop It Up headquarters in each market. The brewer will also advertise in national NBA programming and have the right to use NBA licensed logos in its advertising and promotion.