E-Malt.com News article: Canada: Labatt Brewery renews its partnership agreement with the Grand Prix of Canada until 2010

La Brasserie Labatt, through its Budweiser brand, is proud to announce the renewal of its partnership agreement with the Grand Prix of Canada for the next three years, up to and including 2010. La Brasserie Labatt has been involved in automobile racing since 1962 and, among other things, the company helped finance the development of the Ile

Notre-Dame racetrack in 1978. The Budweiser banner has been partner and official beer of the Grand Prix of Canada since 2004.

"We are very happy to extend our partnership with the Grand Prix of Canada, which is one of the most important events in Montreal and marks the kickoff of the summer season in the city," noted Paul Wilson, Director, Public Affairs, for La Brasserie Labatt. "As the world leader in sports marketing, Budweiser is closely associated with Formula 1 racing and we are proud to be able to support this prestigious event in Montreal." For his part, Normand Legault, President, Grand Prix of Canada, said: "La Brasserie Labatt has always been loyal and we are obviously very grateful to be able to count on its renewed support. An event as big as the Grand Prix could not exist without the support of its partners, and Budweiser's significant contribution in this sense will enable us to survive in the long term."

And Stéphane Boulay, Marketing Director, La Brasserie Labatt, added:
"Once again this year, the Budweiser team has surpassed itself by adding new F1 activities. Budweiser now has the pole position for the major events organized for the Grand Prix celebrations."

Budweiser activities during the 2007 Grand Prix:

GP festival on Crescent Street

Budweiser, in partnership with the Crescent Street Merchants Association, will present the Canadian Grand Prix Festival, which will include a series of shows on the Budweiser Stage from June 7 to 10. There will also be something new this year-a Big Rig Budweiser with an interactive games platform that includes games such as DJ Booth and the Quarterback's Chair.

Grand Prix Gala de boxe with GYM

For the second year running, Budweiser is bringing boxing enthusiasts the biggest boxing Tailgate Party on Friday, June 8, at the Uniprix Stadium at Jarry Park.

Budweiser Beer Garden at Circuit Gilles-Villeneuve

The place to be on the Grand Prix site, with entertainment, bands, photo ops and interactive games.

The "Budweiser B1 Girl" contest

The online contest lasted one month and the title of Budweiser B1 Girl was awarded to Julie Tavernier, who will be Budweiser's official ambassador during the Grand Prix of Canada celebrations. The contest grand finale, which was witnessed by more than 500 people, took place last Wednesday at Ocean Drive Night Club. Jury members were contest spokesperson and former MusiquePlus VJ Izabelle Desjardins, Montreal singer Jonas and Jean-Philippe Anwar, winner of the most recent version of the television reality show Loft Story.

In addition to its partnership with the Grand Prix of Canada, Budweiser is official sponsor of several other sports properties, including the FIFA World Cup, Groupe Yvon Michel (boxing), the Super Bowl, several Quebec university football teams (Université Laval Rouge et Or, Université de Sherbrooke Vert et Or and Université de Montréal Carabins), the National Football League, as well as the National Hockey League via the Bud Light brand.

About Budweiser

Budweiser, the best-selling beer in Canada, has been brewed and distributed in Canada by Labatt since 1980. This beer, which has 5.0% alcohol per volume, stands apart for its fresh, smooth and distinctive taste, a result of the unique Beechwood aging process used for over 125 years. In addition to Budweiser, Labatt also brews and distributes Bud Light, the best-selling light beer in the world.

About La Brasserie Labatt

La Brasserie Labatt is the Quebec division of Labatt Breweries of Canada, one of the nation's longest-established and most successful brewing companies. A proud brewer of 60 quality beers, including the world's best-selling Canadian beer, Labatt Blue (Bleue in Quebec), the company employs 2,000 Quebecers and operates breweries from coast to coast. Labatt is a proud member of InBev, the world(1)s largest brewer by volume.


06 June, 2007