Apr 28, 2010 at 02:30 PM
written by

Molson Coors Makes Grassroots Hockey Play

Canlan Ice Sports, an owner and operator of 22 recreational ice sports facilities in North America and Canada, announced today that it has signed an exclusive five-year marketing agreement with Molson Coors Canada. The deal combines sponsorship, branding and web-based promotional activities around its grassroots hockey facilities.

Under the agreement, Molson Canadian has been named "The Official Beer of Canlan Ice Sports" and "The Official Beer of the Adult Safe Hockey Network," an online community of adult recreational hockey players with more than 70,000 members. Molson Canadian and other Molson Coors Canada products will be featured prominently within the full service restaurant brand, featured in every Canlan Ice Sports facility. The companies will also jointly develop new social media initiatives for the Adult Safe Hockey Network.

"Recreational adult hockey is growing across North America and players are looking for ways to stay connected with each other off the ice," said Joey St-Aubin, President & CEO of Canlan Ice Sports Corp. "This exciting marketing partnership with Molson Coors Canada will enable us to bring exclusive promotional programs and new social networking capabilities to the ASHN that will extend the recreational hockey experience of our member players to new levels. We believe that this partnership will assist us in fulfilling our customer commitment, "The Experience is Everything."

"The adult recreational hockey community is an ideal market for us," said Roy Hryn, National Accounts, Molson Coors Canada. "Through our exclusive marketing agreement with Canlan, we will be able to reach this audience more effectively, develop our brand and engage in innovative promotional activities."

Financial terms of the agreement were not disclosed.