Labatt in $40m hockey sponsorship deal

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TORONTO -- Labatt Breweries of Canada, headquartered in Toronto, has become the title sponsor and official beer sponsor in Canada of NHL hockey broadcasts on the CBC, Canada's national public broadcaster. The deal for the Labatt Blue brand is worth an estimated $40 million per year in a four-year agreement. It gives Labatt extensive broadcast time on the weekly Hockey Night in Canada broadcast, as well as being named as title sponsor in the pre-game show, called Labatt Saturday Night, and for Hockey Night in Canada.

In addition, Labatt has launched a cross-country community promotion with CBC called Labatt Blue Shoot Out, which gives fans a chance to compete at local arenas to win a chance to appear on Hockey Night in Canada in a segment called Out of the Blue, also the name of the series of ads Labatt launched this fall to promote the Labatt Blue brand. Ballots will be collected at each Shoot Out contest with 20 names being selected to compete in the skills competition. The top two finishers will then participate in a shoot out on TV. The contest and broadcast will be from whatever city in Canada the show is broadcast from that week. Winners of the Shoot Out contest on TV will then be sent to see the NHL team of their choice during a regular season game.

Ammirati Puris Lintas of Toronto creates the advertising for Labatt Blue.

Copyright October 1998, Crain Communications Inc.

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