Balzac’s Coffee Roasters is the newest partner of The National Ballet of Canada, becoming the official coffee supplier to Canada’s pre-eminent dance company.

The multi-faceted, multi-year deal makes Balzac’s the exclusive coffee beverage served at all National Ballet of Canada events, as well as seeing the two brands collaborate on various marketing initiatives to their respective audiences and communities, including sponsorships, sampling opportunities and on-site marketing activations at place lke Toronto’s Four Seasons Centre. As part of the sponsorship, Balzac’s will also be providing coffee to the National Ballet of Canada’s performers and staff.

Balzac’s is an Ontario-based specialty coffee roaster with a network of 16 cafés in Ontario, eight of which are in the National Ballet’s home base of Toronto. It also has fast-growing direct-to-consumer and CPG coffee businesses.

According to Balzac’s, this partnership brings together two like-minded brands that deliver premium experiences. Balzac’s has also had a historic connection and commitment to Canada’s arts and culture communities, with strong ties to places like Stratford, Ontario, and figures such as Margaret Atwood.

Balzac’s focuses on digital advertising all year-round, public relations, and partnerships, working with Venture Park. In the past, the coffee company has partnered with several other premium brands including Holt Renfrew, Porter Airlines, Corby’s Distillery and Terre Bleu, Ontario’s largest lavender farm.

Established in 1951, The National Ballet of Canada performs extended engagements at Toronto’s Four Seasons Centre for the Performing Arts each year, augmented by both national and international tours.