Coors Light signs Major League Baseball sponsorship
Toronto-based Molson Coors Canada has signed a sponsorship agreement with Major League Baseball in Canada in the name of its Coors Light brand. The brand will now be the official beer of the league in Canada. According to the company, its sponsorship activities will be particulary aimed at consumers watching baseball games from home or at a bar as well as those attending live games. Coors Light is also a sponsor of the Toronto Raptors, the Montreal Canadiens, several Canadian Football League teams and national softball leagues.
"We're excited to play a big role in baseball and everything it represents this summer," said Chris Waldock, senior marketing director at Coors Light Canada. "Ultimately, we want to bring fans closer to the game through our season-long programming and unique experiences, like our Northern Invasion rivalry trips, and All-Star Game and World Series fan experiences."