New partnership will bring more great times to BMO Field
TORONTO, Feb. 21, 2013 /CNW/ - To kick off the 2013 Major League Soccer
season, Toronto FC and Labatt Breweries of Canada have announced a new,
exciting partnership under the Budweiser brand, the official beer
partner of Toronto FC and BMO Field. The partnership, among other
things, gives Budweiser - along with Bud Light, Stella Artois,
Alexander Keith's and Michelob Ultra - the pouring rights at BMO Field.
Budweiser will bring excitement and celebration to Toronto FC fans
beginning at the home opener and throughout the season. To help
celebrate this new partnership, Budweiser will launch a commemorative
Toronto FC-branded Budweiser aluminum bottle at LCBO locations in the
GTA beginning February 25. In addition, prior to every home match,
Budweiser will host a pre-game celebration at BMO Field with the
Budweiser Big Rig, live music and great giveaways. During the game,
fans will be able to enjoy food and beverages at the new Budweiser King
Club at the North End of BMO Field. And, for those watching at select
bars across the GTA, Budweiser will extend the excitement with TFC
prizing and giveaways for fans.
"We're excited to welcome Labatt and Budweiser to our soccer family"
said Toronto FC President and General Manager Kevin Payne. "Budweiser
is dedicated to supporting soccer long term, which makes it a natural
partnership fit for Toronto FC. Toronto FC matches are known around the
league for their great atmosphere and fan experience, making them a
huge draw for supporters and soccer fans. Our new partnership with
Labatt further enhances this experience for our fans with numerous
unique promotions both at BMO Field and off-the-pitch."
"Budweiser is committed to supporting soccer at a global level. Our
partnership with Toronto FC is important in the evolution of our
commitment to the sport" said Kyle Norrington, brand director,
Budweiser. "TFC fans are renowned for their energy and Budweiser will
harness this to create exciting fan activations all season. Budweiser
will help more Reds fans enjoy each and every game in true Budweiser
Budweiser Good Sport
As part of its ongoing commitment to promote responsible use, Budweiser
will launch Good Sport - one of the sporting world's most recognized
designated driver programs - at BMO Field. Budweiser Good Sport
encourages fans to volunteer as designated drivers to and from the
stadium and helps increase awareness of fan responsibility.
At every Toronto FC home game, Budweiser will host sign-ups for
designated drivers at kiosks located at the north and south end of the
concourse. Fans that sign a pledge not to drink and drive will receive
a free soft drink and be entered to win a Budweiser Good Sport prize pack during the game.
Toronto FC and BMO Field staff will work closely with Budweiser to
promote the program and fan responsibility throughout BMO Field. Soccer
fans can expect to see a highly visible kiosks, digital signage and
public service announcements.
Budweiser will further demonstrate its community leadership by
supporting the MLSE Team Up Foundation with a commitment of more than
$340,000 for the duration of its partnership with Toronto FC.
In advance of the March 9 home opener, Budweiser will host fans at an
exclusive pre-match party at Real Sports Bar & Grill, that culminates
in a Budweiser and Toronto FC march to the match. Look for more
information about the home opener on torontofc.ca or facebook.com/BudweiserCanada in the next week.
Toronto FC kicks off their 2013 Major League Soccer season in Vancouver
against the Whitecaps on Saturday, March 2. Game time is 6:30 p.m. ET.
Toronto FC makes their home debut a week later Saturday, March 9 at
Rogers Centre. Game time is 1:30 p.m. For more information, visit torontofc.ca
Image with caption: "In commemoration of the new Budweiser and Toronto-FC partnership, Budweiser has launched a Toronto-FC branded aluminum bottle. The bottles will be available beginning February 25 at participating LCBO stores in the GTA. (CNW Group/Toronto FC)". Image available at: http://photos.newswire.ca/images/download/20130221_C7551_PHOTO_EN_23967.jpg
SOURCE: Toronto FC
For further information:
Rajani Kamath, Maple Leaf Sports & Entertainment, (416) 815-5790
Jamie Deans, Maple Leaf Sports & Entertainment, (416) 815-5445
Briar Wells, Labatt Breweries of Canada, (416) 361-5247