NFL Canada has announced that Bud Light will be the presenting sponsor for Super Bowl events in Vancouver, Montreal and Toronto next month.
Tickets for the Bud Light Super Bowl XLVI Parties in each city went on sale last week. Fans who attend the Feb. 5 events will see performances by NFL cheerleaders and musical acts, meet famous football personalities and take in the game itself on multiple television screens. The parties will also feature complimentary food and beverages and prize giveaways.
The experiential marketing arm of Toronto-area agency Mosaic will help execute the events.
NFL Canada hosted a similar Super Bowl party last year but did not have a presenting sponsor. Dan Quinn, managing director of NFL Canada, said in an e-mail that Bud Light’s involvement grew out of a longstanding partnership between the league and the Labatt Breweries of Canada, which brews and distributes Bud Light in Canada.
In addition to providing experiential marketing expertise, Mosaic has also developed print and online advertising creative and will conduct public relations and social media outreach to promote the events.
Included in this campaign is a contest to win a Samsung home entertainment system, a trip to New York for the 2012 NFL Draft and tickets to NFL games next season. Consumers can enter the contest via the NFL’s Facebook page up until the Super Bowl kickoff.
