mr.x
Apr 28, 2008, 12:26 AM
Molson 'brings young people to the Games:' Vanoc
Derrick Penner, Vancouver Sun
Published: Tuesday, April 22, 2008
VANCOUVER - As soon as Vancouver Olympic organizers unveiled Molson as its official beer supplier for the 2010 Games today at its Vancouver brewery on Burrard street, they had to throw the curtain back over the sponsorship deal to honour a pre-existing arrangement.
Though Molson was a backer of Vancouver's Olympic bid, the Vancouver organizing committee for the Olympics (Vanoc) has been constrained in signing a big beer sponsor by an international deal between the International Committee and Anheuser-Busch, brewer of global giant brand Budweiser, which doesn't expire until the end of this year.
However, as soon as Molson can unleash its marketing muscle Jan. 1, 2009, Vanoc expects the company to help deliver a younger audience to the Games.
Dave Cobb, Vanoc's executive vice-president for marketing and communications, said Molson already has a big presence in Canadian sports having sponsored all six Canadian NHL hockey teams, Hockey Canada and organizations across the country.
"[Molson] brings young people to the Games," Cobb said. "That 19 to 35 demographic they have is very important to us."
Cobb added that television audiences have tended to skew older over recent Games. The Olympic movement is trying to bring young people back by adding sports like snowboarding and ski cross, Cobb said, and by bringing Molson on board as a marketing sponsor, Vanoc hopes to get better reach into that audience.
Molson CEO Kevin Boyce said signing on brings the company full circle with its support of the bid.
"We've done a lot of different things in different sports," he added. "We bring to the table a group of people used to dealing in big events."
Boyce added that while it might have been nice if the company could have jumped in as a sponsor sooner, "our view is that [2009] is going to be the most important year."
Molson is signing on as an official supplier, which will require a commitment in cash or in kind of between $3 million and $15 million, though the exact amount was not disclosed.
With that, Molson earns the right to use Vanoc's logo and Olympic mark, as well as the Canadian Olympic team's brands, in its own marketing through the 2012 London Olympics. There is no word yet, however, if Molson will brew a special Vancouver-2010-labeled beer.
To date, Vanoc has secured some $710 million in revenue commitments from domestic corporate sponsors. Its goal is to reach $760 million.
depenner@png.canwest.com
© Vancouver Sun
Derrick Penner, Vancouver Sun
Published: Tuesday, April 22, 2008
VANCOUVER - As soon as Vancouver Olympic organizers unveiled Molson as its official beer supplier for the 2010 Games today at its Vancouver brewery on Burrard street, they had to throw the curtain back over the sponsorship deal to honour a pre-existing arrangement.
Though Molson was a backer of Vancouver's Olympic bid, the Vancouver organizing committee for the Olympics (Vanoc) has been constrained in signing a big beer sponsor by an international deal between the International Committee and Anheuser-Busch, brewer of global giant brand Budweiser, which doesn't expire until the end of this year.
However, as soon as Molson can unleash its marketing muscle Jan. 1, 2009, Vanoc expects the company to help deliver a younger audience to the Games.
Dave Cobb, Vanoc's executive vice-president for marketing and communications, said Molson already has a big presence in Canadian sports having sponsored all six Canadian NHL hockey teams, Hockey Canada and organizations across the country.
"[Molson] brings young people to the Games," Cobb said. "That 19 to 35 demographic they have is very important to us."
Cobb added that television audiences have tended to skew older over recent Games. The Olympic movement is trying to bring young people back by adding sports like snowboarding and ski cross, Cobb said, and by bringing Molson on board as a marketing sponsor, Vanoc hopes to get better reach into that audience.
Molson CEO Kevin Boyce said signing on brings the company full circle with its support of the bid.
"We've done a lot of different things in different sports," he added. "We bring to the table a group of people used to dealing in big events."
Boyce added that while it might have been nice if the company could have jumped in as a sponsor sooner, "our view is that [2009] is going to be the most important year."
Molson is signing on as an official supplier, which will require a commitment in cash or in kind of between $3 million and $15 million, though the exact amount was not disclosed.
With that, Molson earns the right to use Vanoc's logo and Olympic mark, as well as the Canadian Olympic team's brands, in its own marketing through the 2012 London Olympics. There is no word yet, however, if Molson will brew a special Vancouver-2010-labeled beer.
To date, Vanoc has secured some $710 million in revenue commitments from domestic corporate sponsors. Its goal is to reach $760 million.
depenner@png.canwest.com
© Vancouver Sun