Molson Coors has established a new partnership with BC Place, giving it exclusive pouring rights at the stadium and concert venue as its official beer partner.

This will also make Molson Coors the official beer partner for the CFL’s BC Lions, which plays its home games at the stadium. In addition, Molson Coors-owned, Vancouver-based Granville Island Brewing will become the official craft beer partner of the MLS’ Vancouver Whitecaps FC.

This agreement marks the return of Molson Coors to BC Place, having first partnered with the venue in 2009 before beer rights were taken over by Labatt Breweries of Canada in 2011.

Coors Light and craft brand Hop Valley IPA will be the lead brands for BC Lions, with a variety of other Molson Coors products will be available for purchase throughout BC Place.

“This partnership provides a great opportunity to place the Molson Coors portfolio at the heart of the moments where British Columbians are celebrating together and cheering on the Lions and the Whitecaps FC,” says Brian Collins, director of partnerships and events for Molson Coors.

Molson Coors’ roster of products first became available to fans at Vancouver Whitecaps FC home games earlier this month. It will now also be served to concert goers, as well as during BC Lions home games when the team’s season begins in June.

Image by Jeff Hitchcock.