With NAFTA opening the borders, reduced drinking habits, and
anti-alcohol campaigns, the "on-tap version of the new world
order is forcing Canadian breweries to re-assess their sport
involvement," according to Terry Bell of the Vancouver PROVINCE.
Bell writes that Labatt and Molson are no longer as prevalent in
the game of backing amateur sports events. Paul Smith,
spokesperson for Labatt, said they have asked themselves, "Do we
really need to own an event? The answer is no. Sometimes doing
a hospitality suite or beer tent is better." Terry Burns, who
does promotional work for amateur events, said the "days of
signing a check and putting up a banner are over. Sponsors want
a lot more for their $10,000. Now banks, super-market chains,
even law firms are getting involved." Molson sold their interest
in the Pacific Coast League's Vancouver Canadiens, but signed a
10-year sponsorship deal that enables them to do other things,
such as their name across the team's jersey (Vancouver PROVINCE,
6/21). Labatt's in the process of being sold to a Belgian
brewery that may sell off entertainment assets such as the Blue
Jays. ESPN's Peter Gammons: "The best organization in baseball
may never be the same" ("SportsCenter," ESPN, 6/20).
MOLSON HITS HIGH: Shares of Molson Cos. Ltd. hit a 52-
week high of $22.87 as investors appeared to buy the stock
in anticipation of Labatt being bought by Interbrew, SA
(Toronto GLOBE & MAIL, 6/21).
