Brick Brewing has signed an agreement with the Hamilton Tiger-Cats making its Seagram Cooler brand a sponsor of the football team. The sponsorship gives Seagram exclusive pouring rights in the spirit-based cooler category at all concession stands, private boxes and suites in the stadium. Seagram also gains in-stadium signage during games. The sponsorship, the first of its kind for the brand, will run for the duration of the 2013 football season. It will also include special packaging, promotions, merchandising and advertising. "The Ticats organization is the perfect fit for our family of Seagram all natural, pure spring water coolers," said Nick Relph, vice-president of sales and marketing at Brick Brewing. "The Hamilton Tiger-Cats are the embodiment of a hard work ethic, which is a driving force within our family of brewery employees."