RIVAL BREWERS IN NBA DEAL
By Adnews Staff
Molson Breweries has signed a marketing agreement with the Toronto Raptors of the National Basketball Association. So has competitor Labatt Breweries of Canada. Labatt has called a news conference for today to announce a "national sponsorship agreement". Late Wednesday, Molson announced it had secured a two-year package with the club. A release says, "Molson will participate as a significant broadcast sponsor on both Raptors' television and radio broadcasts. Comprehensive promotional rights are also part of the package." A Financial Post article speculates that the Molson deal is costing the brewery $1 million a year, and the Labatt pact is worth about $450,000 a year. Labatt was keeping silent yesterday, and Molson's spokesperson was unavailable for comment. The FP story cites a Toronto "source" who says that Labatt also has a deal with the Vancouver Grizzlies. The FP raises the possibility of Molson sponsoring TV broadcasts of Raptor games, with Labatt's logo and stadium signs showing up on viewers' screens.