Budweiser, Live Nation form multi-year agreement
Beer brand Budweiser Canada and concert promoter Live Nation Canada have formed a multi-year agreement to collaborate on music events nationally. The agreement will also include a "revitalization" of the amphitheatre at Ontario Place in Toronto, which will be rebranded as the Budweiser Stage. The upgrades to the venue are intended to decrease wait times for concert-goers by added more cocession locations and installing cashless payment systems at points-of-sale. The upgrades will also include refurbished concession stands and a new pre-show presentation.
"The Budweiser brand has a long association with music in Canada and around the world, and we look forward to continuing to grow and evolve our music presence in collaboration with Live Nation," said Todd Allen, vice-president of marketing at Labatt Breweries of Canada. "Our partnership marks the beginning of great things to come for music fans from coast to coast. We're also thrilled that the iconic venue for musicians at Ontario Place will carry the name Budweiser Stage, and that music fans will now be able to enjoy Canada's most popular beer at the country's premier music venue."