Canadian Club has announced a sponsorship deal with major league soccer club Montreal Impact that will see the introduction of Canadian Club and Canadian Club Mixed & Ready at all 15 Montreal Impact home games at Stade Saputo this season.
Canadian Club beverages (which are managed by Beam Canada) are available at select locations throughout the stadium, and Canadian Club Mixed & Ready drinks will be sold in the stands by stadium employees wearing branded Canadian Club t-shirts. The company has also created a custom Canadian Club mezzanine table.
Rob Tucker, senior brand manager at Canadian Club, said this is the “first time in a long time” that the company has run a major partnership with a sports team. He called it an opportunity to spotlight Canadian major league soccer and introduce his company’s line of Mixed & Ready spirits to a Quebec audience.
“Soccer is a sport that tends to be overshadowed,” Tucker said. “We’re really excited about delivering to Quebec consumers and Impact fans the perfect drink for the occasion of outdoor soccer watching.”
The Impact had a small sponsorship with Canadian Club last year, and the soccer club decided to go forward with the sponsorship deal based on that past relationship, said Rino Folino, director of business development for the Montreal Impact.
“We wanted to enhance fan experience through our partners, and bring a very recognizable brand to the stadium,” he said.
The Impact also have a beer sponsorship deal with Molson.
Canadian Club also plans to sponsor three halftime shows throughout the season. Each show will feature a contest in which a fan will try to make a penalty kick through a Canadian Club branded net. If successful, they can win a variety of prizes, including tickets to a future game and a seat at the Canadian Club mezzanine table.
The Impact’s season began April 13, and runs until mid-October. On average about 19,000 fans are expected to attend each game.
