NHL, Molson Coors Win Sponsorship Appeal
An Ontario Court of Appeal has ruled in favor of the NHL and Molson Coors, upholding the original $375-million sponsorship deal that Labatt contested. The NHL's beer category, which Labatt claimed it held pre-existing rights to, was sold to Molson Coors in February for what has been widely reported to be the largest sponsorship deal in NHL history. In June, an Ontario court complied with Labatt's request to throw out the deal.
In a statement, Molson Coors said it has been vindicated by today's ruling.
"Molson Coors Canada feels vindicated by Ontario Court of Appeal's ruling today to reinstate our NHL sponsorship and are thrilled to be able to pursue our aspiration of delighting fans of the NHL this season and beyond," said Dave Perkins, President and CEO, Molson Coors Canada. "As official beer of the NHL, Molson Canadian's primary job will be to fan the flames of passion around the NHL and its teams through innovative hockey initiatives, promotions and experiential marketing that provide value for both beer drinkers and hockey fans alike."
No statement has been released from Labatt yet, but we'll add it here when/if it becomes available.