Length of contract: 2 years | Annualised value: US$1.5 million | Overall value: US$3 million
Moosehead Breweries Ltd. has signed a deal with the National Basketball Association in Canada, making it the league's official beer.
The deal will give the company television exposure across Canada during broadcasts on all six networks that carry NBA games: CBC, TSN, TSN2, The Score, Sun TV and Raptors TV.
The NBA logo and branding will also appear on Moosehead products as the marketing campaign is rolled out.
Ray Gracewood, Moosehead’s director of marketing believes it is "good to have a major sports marketing presence nationwide," and continued, "The idea of basketball and how well its marketing activities match up with those of Moosehead Lager, specifically on the national stage, made sense.
"In order to remain competitive, since our major competitors have most of the major sports associations locked up, the NBA was a natural fit for us - something to go after."
Moosehead and The Score are also teaming up on a fantasy game promotion that asks fans to pick the winners of selected NBA games each week.