Budweiser has acquired the pouring rights at Toronto FC's BMO Field stadium for five years, reports SportsPro. The deal, agreed between Toronto FC and Labatt Breweries - the AB InBev-owned brewers of Budweiser in Canada - extends Budweiser's existing role as the MLS side's official beer partner. Budweiser will also have in-arena advertising around BMO Field and host pre-game events featuring live music and merchandise giveaways.
Labatt has committed to donating over US$350,000 to Maple Leaf Sports and Entertainment's Team Up Foundation, which funds charities that support children through sport, over the deal's five years, according to a report by SportsBusinessDaily.
"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" added Kyle Norrington, brand director, Budweiser.
"Toronto FC 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."
