Sponsorship roundup
By Adnews Staff
Labatt has signed a sponsorship agreement with Rogers Media making Budweiser the title sponsor of the tailgate parties that will take place prior to eight games to be played by the Buffalo Bills football team in Toronto between 2008 and 2012. The first of these free events will take place outside Rogers Centre on Aug. 14. "As a company that is synonymous with football's biggest games, Budweiser is the natural choice to host the pre-game tailgate parties for the Bills Toronto Series," said Adrian Montgomery, general manager of the Bills Toronto Series. In addition, Reebok has signed an agreement to become the official apparel and headwear supplier for the Bills Toronto Series. The company will produce home uniforms for the Bills which will feature a patch representing the Toronto series. Reebok will also produce a line of NFL-licensed Bills Toronto Series apparel that will be sold through SportChek locations in the Greater Toronto Area. "As the official manufacturer of all NFL-licensed apparel, our partnership with the Bills Toronto Series helps us reinforce the authenticity and quality of the Reebok brand," said Craig Ryan, vice-president of Reebok Canada’s sports licensed division. Both sponsorships were brokered by Insight Sports of Toronto.