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Flames turn up the heat with Budweiser partnership

by Staff Writer / Calgary Flames
CALGARY, AB -- The Calgary Flames announced today a new multiyear agreement with Budweiser – one of the world’s leading sports brands and number one beer in Canada – to provide exclusive rights in the beer sponsorship category, beginning with the 2011-12 NHL season. Budweiser will become the official and exclusive beer sponsor of the Calgary Flames and the Scotiabank Saddledome.


“We are very excited to enter into this partnership with Budweiser,” said Flames Vice President of Marketing & Sponsorship Jim Bagshaw. “Ultimately, it will be our fans that benefit from Budweiser’s passion for hockey and this new commitment to the Calgary Flames. Budweiser is committed to engaging customers in unique and original ways that strengthen both of our brands, improving the fan experience.”

The partnership will extend over the next five years and includes the following:

- Tickets – Budweiser will give away game tickets via the Bud Bus. The Bud Bus will surprise fans at partner bars and restaurants and bring them to the Flames game. In addition, there will be several text-in-to-win ticket opportunities throughout the season
- Promotional rights – Budweiser will celebrate the Flames throughout the season with various promotions oNaming rights to sections within the Scotiabank Saddledome. The new Bud Zone – located in section 209 – will be home to Bud prizing, giveaways and promotions, and will bring Bud-size excitement to fans
- Media – Budweiser will support the Flames through all media channels. Bud will also have presence in Flames’ produced fan collateral

“Budweiser is thrilled to become the official sponsor of the Calgary Flames and a proud partner to the team. We are passionate about hockey and the great times that surround the game,” said Labatt Regional Director David Craig. “Budweiser will launch innovative and exciting fan activations all season long to help more Flames fans enjoy each and every game in true Bud style. Flames fans have fantastic energy and we’ll leverage this to create some truly amazing experiences.”

In addition, Budweiser will launch First Beeriod – the period 20 minutes prior to the puck drop when anything is possible. With First Beeriod, Budweiser will help ensure hockey’s great times start earlier, extend further and grow greater than ever before through a number of activations including ticket giveaways, an online hub dedicated to hockey and more.

The Calgary Flames compete in their 32nd year as a member of the National Hockey League during the 2011-12 campaign. Since their inaugural season in 1980-81, the team has captivated hockey fans with their on-ice success, including three Finals appearances and a Stanley Cup championship in 1989, while establishing a solid off-ice reputation for community involvement and millions of dollars in contributions to charitable organizations throughout southern Alberta. The ownership group, comprised of five Calgary businessmen, jointly controls operations for the Calgary Flames, the Scotiabank Saddledome, the Western Hockey League Calgary Hitmen and the National Lacrosse League Calgary Roughnecks.

Budweiser has been the King of Beers since 1876. A strong supporter of hockey in North America, Budweiser is partner to a number of other NHL teams in Canada and the U.S. including the Vancouver Canucks and Winnipeg Jets. Brewed in Alberta for 31 years, Budweiser uses only the finest ingredients without any artificial ingredients, additives or preservatives. Budweiser is distinguished by its clean, crisp, distinctive flavour, the result of a unique beechwood aging process. www.budweiser.ca or www.facebook.com/budweisercanada
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