True North Sports & Entertainment Limited is proud to announce today a new multiyear agreement between Budweiser – one of the world’s leading sports brands and number one beer in Canada – and the Winnipeg Jets hockey Club which will make Budwieser the Winnipeg Jets’ official beer sponsor beginning with the 2011-12 NHL season. In addition, Budweiser has pouring rights at the MTS Centre, home of the Winnipeg Jets.
 
“Budweiser is thrilled to become the official sponsor of the Winnipeg Jets and a proud partner of the team. Hockey is a huge part of the Winnipeg community and Budweiser’s support will go beyond the game to deliver more great times surrounding hockey even before the puck drops,” said Charlie Angelakos, Vice President, Corporate Affairs, Labatt Breweries of Canada. “The excitement and anticipation in Winnipeg is palpable! We’ll launch innovative and exciting fan activations all season long to leverage this energy and help more Jets fans enjoy each and every game in true Bud style.”
 
“We are excited to enter into this partnership with Budweiser & AB InBev, one of the world’s leading consumer products companes,” said Jim Ludlow, President & CEO of True North Sports & Entertainment Limited. “A long term association between Budweiser – the Kings of Beers and the Winnipeg Jets as the NHL’s newest team along with the re-branding of the Budweiser King Club and the new product innovations like the Bottoms Up units will only add to the incredible atmosphere we expect at all Winnipeg Jets games this season at MTS Centre.
 
The partnership will extend over the next seven years and includes the following:

• Promotional rights;
• Naming rights to a section within the MTS Centre;
• Media rights;
• Title host of the Winnipeg Jets Official Afterburner Social at the Winnipeg Convention Centre. This Bud-sized party will feature the Bud Girls, prizing and giveaways, ice-cold Bud and more!

Budweiser will also be launching ‘First Beeriod’ – the period 20 minutes prior to the puck drop when anything is possible. With First Beeriod, Budweiser will help ensure hockey’s great times start earlier, extend further and grow greater than ever before through a number of activations including great giveaways, an online hub dedicated to hockey and more.
 
With only six days until the puck drops for the Winnipeg Jets’ home opener, Budweiser is asking Canadians to send their well wishes to Winnipeg and the Winnipeg Jets to officially welcome back the team. Fans are encouraged to visit Bud.ca/7 to send their good luck messages – for every message sent, Bud will donate $1 to improve and maintain Winnipeg's outdoor hockey rinks, so that Bud fans can continue to enjoy the game both on and off the ice.