Brick Brewing Co. Limited announced a sponsorship between its Seagram brand and the Hamilton Tiger-Cats Monday that grants Seagram exclusive pouring rights in the spirit-based cooler category at all concession stands, private boxes and suites where alcohol is sold throughout the stadium.
The partnership also provides Seagram (which Brick acquired in 2011) with in-stadium signage during each of the team’s pre-season, regular season and playoff home games.
Nick Relph, Brick’s vice-president of sales and marketing, said the company approached the Ticats with the idea because Seagram was looking for the “right fit” for its first major sponsorship.
“We’ve been very selective about programs and our brands in the past,” Relph said. “We wanted to partner with the Ticats because they are the embodiment of hard work ethic just like us.”
The sponsorship deal, which runs through the entirety of the 2013 season, is the first significant sponsorship of its kind for Seagram, although it’s not Brick’s first foray into the space – it has arranged smaller scale, regional deals with Boots and Hearts Country Music Festival in Bowmanville, Ont. and Ribfest in Toronto, Kitchener, and Durham, with its line of Waterloo brand premium craft beers.
Brick Brewing has enlisted Toronto-based Unitas to handle all creative for the Ticats sponsorship. Relph said it’s still too early to speculate on what that work might look like. The first ads will appear when the Ticats’ season begins in mid-June.
The partnership with the Ticats will also be cross-promoted through Seagram packaging, merchandising and advertising.
