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Volume 24 No. 112
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          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).