TORONTO, February 21 - To kick off the 2013 Major League Soccer season, Toronto FC and Labatt Breweries of Canada have announced a new, exciting partnership under the Budweiser brand, the official beer partner of Toronto FC and BMO Field. The partnership, among other things, gives Budweiser - along with Bud Light, Stella Artois, Alexander Keith’s and Michelob Ultra - the pouring rights at BMO Field.
Budweiser will bring excitement and celebration to Toronto FC fans beginning at the home opener and throughout the season. To help celebrate this new partnership, Budweiser will launch a commemorative Toronto FC-branded Budweiser aluminum bottle at LCBO locations in the GTA beginning February 25. In addition, prior to every home match, Budweiser will host a pre-game celebration at BMO Field with the Budweiser Big Rig, live music and great giveaways. During the game, fans will be able to enjoy food and beverages at the new Budweiser King Club at the North End of BMO Field. And, for those watching at select bars across the GTA, Budweiser will extend the excitement with TFC prizing and giveaways for fans.
“We’re excited to welcome Labatt and Budweiser to our soccer family” said Toronto FC President and General Manager Kevin Payne. “Budweiser is dedicated to supporting soccer long term, which makes it a natural partnership fit for Toronto FC. Toronto FC matches are known around the league for their great atmosphere and fan experience, making them a huge draw for supporters and soccer fans. Our new partnership with Labatt further enhances this experience for our fans with numerous unique promotions both at BMO Field and off-the-pitch.”
“Budweiser is committed to supporting soccer at a global level. Our partnership with Toronto FC is important in the evolution of our commitment to the sport” said Kyle Norrington, brand director, Budweiser. “TFC fans are renowned for their energy and Budweiser will harness this to create exciting fan activations all season. Budweiser will help more Reds fans enjoy each and every game in true Budweiser style.”
Budweiser Good Sport
As part of its ongoing commitment to promote responsible use, Budweiser will launch Good Sport – one of the sporting world’s most recognized designated driver programs – at BMO Field. Budweiser Good Sport encourages fans to volunteer as designated drivers to and from the stadium and helps increase awareness of fan responsibility.
At every Toronto FC home game, Budweiser will host sign-ups for designated drivers at kiosks located at the north and south end of the concourse. Fans that sign a pledge not to drink and drive will receive a free soft drink and be entered to win a Budweiser Good Sport prize pack during the game.
Labatt, Budweiser partners with TFC
Toronto FC and BMO Field staff will work closely with Budweiser to promote the program and fan responsibility throughout BMO Field. Soccer fans can expect to see a highly visible kiosks, digital signage and public service announcements.
Budweiser will further demonstrate its community leadership by supporting the MLSE Team Up Foundation with a commitment of more than $340,000 for the duration of its partnership with Toronto FC.
In advance of the March 9 home opener, Budweiser will host fans at an exclusive pre-match party at Real Sports Bar & Grill, that culminates in a Budweiser and Toronto FC march to the match.
Toronto FC kicks off their 2013 Major League Soccer season in Vancouver against the Whitecaps on Saturday, March 2. Game time is 6:30 p.m. ET. Toronto FC makes their home debut a week later Saturday, March 9 at Rogers Centre. Game time is 1:30 p.m.