LABATT BECOMES TITLE SPONSOR OF WINNIPEG BLUE BOMBERS
By Adnews Staff
Labatt Breweries of Canada has signed a multi-year sponsorship deal with the Winnipeg Blue Bombers football team under which the Toronto-based brewer becomes title sponsor of the team's games. Labatt will be the official beer of the team and the phrase Labatt Blue Bombers will be used in all advertising and public address announcements. The brewer also becomes the official sponsor of the team's cheerleaders, who will now be called the Labatt Blue Lightning Dance Team. Other activities including contests and promotions will be created to promote Labatt's sponsorship of the team. In the past Labatt has been a corporate sponsor of the club. "Since 1951, we've proudly helped put the 'Blue' in the Winnipeg Blue Bombers," said Labatt Western Canada president Jeff Clark. "This deal continues the tradition and, in earning title sponsorship, finally makes the marriage 'official'."