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MOLSON BREWERIES AND SENATORS INK LONG-TERM SPONSORSHIP PACT
Published April 28, 1998
Molson Breweries and the Senators have entered into a comprehensive four-year marketing alliance that extends from on-ice and in-arena activities to promotional and community events. As part of the alliance, a 400-seat area at the Corel Centre will be established where Molson will underwrite more than half of the cost of the ticket. Seats in the section, which will be sold as a 12-game ticket package, will cost C$22 each, instead of the usual C$45. Molson will also be heavily involved with the team's TV broadcasts, and will be the title sponsor of next season's home opener. Molson Regional Manager/Ottawa Region Cam Atchison: "Molson wants to play a larger role with individual clubs like the [Senators] that goes further than our previous NHL TV advertising package could" (Senators). In Ottawa, Bruce Garrioch reports that Molson will be involved "with virtually every promotion" the club does. The deal "could now clear the way" for the team to complete its local/regional TV packages. The team's local deal with CHRO is up and Molson will now title sponsor the broadcasts. Senators President Roy Mlakar said his team is the "first team to sign this type of deal" (OTTAWA SUN, 4/28).