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Seagram to sponsor Tiger-Cats

Brick Brewing of Kitchener, ON has signed a sponsorship agreement with football team the Hamilton Tiger-Cats in the name of its Seagram brand. Seagram coolers and ciders will be served at concession stands, private boxes and suites at Tim Hortons Field for the next three years. The agreement also includes in-stadium signage and promotional activities during Tiger-Cats games. Cross-promotion will involve special packaging, merchandising and advertising. According to Brick, this is the first major sponsorship of this kind for the Seagram brand.

"This arrangement will enable us to take the Seagram brand to a whole new level," said Brick Brewing president and CEO George Croft. "The Hamilton Tiger-Cats organization is the perfect fit for our family of Seagram all natural, pure spring water coolers and ciders. It really allows us to take Hamilton Tiger-Cats football to our drinkers and provide an experience with our brands."

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