Seagram sponsors Hamilton Tiger-Cats

Snapping up pouring rights for ciders and coolers at Tim Hortons Field is a first for the Brick Brewing Co. brand.

Brick Brewing has signed a sponsorship deal for its cider and cooler brand Seagram with the Hamilton Tiger-Cats of the CFL. The three-year deal gives the Kitchener, Ont.-based brewer pouring rights in the cider and cooler category at all concession stands, private boxes and suites where alcohol is sold within Tim Hortons Field.

The sponsorship agreement, which also includes stadium signage and activations during each Tiger-Cats home game, is the first of its kind for Seagram. The sponsorship will be cross-promoted through Seagram packaging and marketing.

Hamilton’s CFL franchise continues to attract sponsors. In July 2013, the Tiger-Cats signed a 1o-year partnership with Tim Hortons that includes naming rights for the new 24,000-capacity stadium currently under construction, as well as concessions rights and branding on players’ jerseys.