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May 22, 2007

Big Blue extend deal with Labatt

“For more than a half century, Labatt Blue has demonstrated its on-going support to the Blue Bombers and Winnipeg with a sincere commitment to the fans and the community. We are pleased to continue our partnership with Labatt Blue for three more years,” said Bomber President and CEO Lyle Bauer.

This new pact with the Bombers will run until the end of the 2009 football season, making Labatt a veteran player on the Bomber roster.

http://www.bluebombers.com/images/stories/lyle_labatt.jpg “Back in 1956 when fans gave Canada’s most popular beer, Labatt Blue, its name, there was a sense of excitement in the air. Today, the same hold true as we look forward to backing the team’s efforts each season and providing fans with entertaining programs and building support for the game of football in Manitoba,” said Doug Lavallee, District Manager for Labatt Manitoba.  

The deal provides Labatt with exclusive pouring rights within the stadium and at all Winnipeg Football Club events. It also continues the association between Labatt and the club’s popular cheerleading squad, the Labatt Lightning Dance Team.     

Referring to Labatt as a community builder, Bauer said the agreement goes well beyond football.  

“This agreement is an investment in the Bombers, both on-field and off with community organizations throughout the province benefiting from promotions and appearances from Bomber players and the Labatt Blue Lightning Dance Team,” he said.

In addition to season-long promotional campaigns, the agreement includes ticket giveaways, contests for autographed Bomber merchandise and Labatt Blue signage throughout the stadium.

Labatt Blue is the best-selling Canadian beer in the world. Introduced in 1951 as Labatt Pilsener, it was named for the colour of its label by fans of the Winnipeg Blue Bombers football team. Blue was the first brand in Canada with a twist-off cap and won the gold medal in The Monde Selection, Brussels in 2003. Labatt Blue is a well-balanced, fully matured, full-flavoured beer with a fruity character and a slightly sweet after taste.

Founded in London, Ontario in 1847 and the proud brewer of more than 70 quality beer brands, Labatt, Canada's leading brewer, is part of InBev, the leading global brewer by volume.