MOLSON COORS CANADA AND MLSE ANNOUNCE TEN-YEAR RENEWAL OF LONG-STANDING PARTNERSHIP

 

Tuesday, November 8, 2016

 

Renewal highlighted by opening of ‘Draught Deck’, a new fan destination at Air Canada Centre

Maple Leaf Sports & Entertainment (MLSE) and Molson Coors Canada announced a ten-year renewal today of their longest-standing partnership, a relationship that dates back almost fifty years. The two companies announced the renewal today at ‘Draught Deck’ at Air Canada Centre, a new fan-centric destination that combines a sports bar and in-game viewing experience at the arena for both Maple Leafs and Raptors games.

Located in the west end of the 300 level of Air Canada Centre, Draught Deck includes a prominent bar and two bowl-facing suites for hosting where both the Molson Canadian and Coors Light brands will be brought to life during Maple Leafs and Raptors games. Featuring live music pre and post-game with bands and a DJ, Draught Deck will create an electric sports bar atmosphere for fans inside Air Canada Centre.

“Molson has truly defined the word ‘partner’ over the years for the Maple Leafs and Raptors, and this relationship has not only brought together some of Canada’s most recognized and respected brands, but it has helped bring both teams closer to our fans,” said Michael Friisdahl, President and CEO of MLSE. “We are excited about the chance to continue working together to deliver the best fan experience possible, especially here at Air Canada Centre with the new Draught Deck.”

In addition to promotions at games at Air Canada Centre, Molson Coors Canada will bring the teams closer to its fans through a number of retail, fan experience and broadcast activations including Maple Leafs and Raptors branded cans and team merchandise included in bottle cases of Molson Coors products.

“Bringing people together to cheer on their favourite team is what beer is all about,” said Fred Landtmeters, President and CEO of Molson Coors Canada. “Molson has brewed great beer in Canada for over 230 years, and our partnership with MLSE has played a vital role in helping us bring our brands to life for our consumers. Today, all of us at Molson are proud to raise a glass to celebrate our continued partnership with the Toronto Maple Leafs and the Toronto Raptors.”

The partnership also includes Molson Coors Canada as the official and exclusive partner of MLSE venues and restaurants at Air Canada Centre, Ricoh Coliseum, Real Sports Bar & Grill and E11even Restaurant in addition to its associations with the Maple Leafs and Raptors.

About MLSE

MLSE is one of the world’s premier sports and entertainment companies as owners of the Toronto Maple Leafs (NHL), Toronto Raptors (NBA), Toronto FC (MLS), Toronto Marlies (AHL), Raptors 905 (NBA D-league) and Toronto FC II (United Soccer League). In addition to its sports franchises, MLSE’s LIVE division has established Air Canada Centre as one of the leading music and entertainment venues in the world, bringing hundreds of world-class shows to the building each year. Air Canada Centre was recently named by Pollstar as the third busiest concert venue in North America and seventh-ranked facility in the world for concert attendance.

As part of the company’s facilities management, MLSE owns and operates Air Canada Centre, hosting more than 50 million fans since the building’s opening in 1999. MLSE has also invested in four of Toronto’s sports facilities — Ricoh Coliseum, home of the Marlies; BMO Field, home of Toronto FC; Lamport Stadium; and the MasterCard Centre for Hockey Excellence, the practice facility for the Maple Leafs and Marlies. MLSE operates and manages events at Ricoh Coliseum and BMO Field.

About Molson Coors Canada

Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., U.K. and Asia. We proudly offer some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Canadian Cider, Pilsner, Rickard’s, Mad Jack and Molson Canadian 67. Molson Coors Canada also partners with Heineken N.V. to offer such global brands such as Heineken, Strongbow, Dos Equis and Newcastle Brown Ale in Canada.

Molson Coors Canada employs 3,000 Canadians, operates seven breweries, including boutique breweries Creemore and Granville Island, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manner as part of an active, healthy lifestyle.

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