VANOC Names Molson Official Beer Supplier Of 2010 Games
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VANOC Names Molson Official
Beer Supplier Of 2010 Games |
Molson has signed on as the official beer supplier for the 2010 Vancouver Olympics. The deal includes pouring rights at all competition and non-competition venues and allows Molson to use 2010 Winter Games marks in promotions (VANOC). In Vancouver, Derrick Penner reports Molson's role as the official supplier will "require a commitment in cash or kind" of between $3-15M, though the exact amount was not disclosed. Molson earns the right to "use VANOC's logo and Olympic mark, as well as the Canadian Olympic team's brands, in its own marketing through the 2012 London Olympics." It is unknown whether Molson will brew a "special Vancouver 2010-labeled beer." While Molson was a "backer of the city's Olympic bid," VANOC has been "constrained in signing a big beer sponsor" by an int'l deal between the IOC and Anheuser-Busch that expires at the end of '08. But VANOC expects Molson to "help deliver a younger audience to the Games" as soon as the company can "unleash its marketing muscle" on January 1, 2009. Molson CEO Kevin Boyce said that the signing "brings the company full circle with its support for the original Olympic bid" (VANCOUVER SUN, 4/23). VANOC CEO John Furlong, when asked if a British Columbia brewery was "ever considered as an official supplier," said that it was "always likely to be Molson." Molson brands include Canadian, Coors Light and Rickards, and Boyce said that it is "not yet clear if the Rickard's Brewhouse at GM Place will have to take its signs down due to [IOC] rules that prohibit marketing in Olympic venues." VANOC Exec VP/Revenue, Marketing & Communications Dave Cobb said that it has not "been determined if Molson will be able to sell other brands at Olympic venues" (Vancouver PROVINCE, 4/23). Furlong, on signing sponsors for the Vancouver Games, said, "You will see all kinds of categories, if you can dream it up and there's a way for us to create an opportunity" (CP, 4/22).
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