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Winnipeg Jets Toast New Partnership with Budweiser

October 3, 2011 4:03 PM | Sports

By Darrin Bauming (@DarrinBauming)

True North Sports and Entertainment president and CEO Jim Ludlow, Labatt vice-president Charlie Angelakos, TNSE senior VP of sales and marketing Norva Riddell, and Labatt president Bary Benun, pose with a group of Budweiser girls as part of a joint Winnipeg Jets-Budweiser partnership announcement at MTS Centre on Monday, October 3, 2011. (DARRIN BAUMING / CHRISD.CA)

Cases of Winnipeg Jets-branded Budweiser beer is shown at MTS Centre on Monday. (DARRIN BAUMING / CHRISD.CA)

“The King of Beers” is now the official beer of the Winnipeg Jets.

During an elaborate press conference on the ice surface of MTS Centre Monday afternoon, Labatt Breweries of Canada and True North Sports and Entertainment announced a partnership that will make Budweiser the official beer of the newly-minted NHL franchise.

“Budweiser — one of the world’s leading sports brands, and the number one beer in Canada, is thrilled to become the official sponsor of the Winnipeg Jets and a proud partner of the team,” said Charlie Angelakos, vice-president of Labatt Breweries Canada.

“The Jets’ homecoming is a historic occasion that speaks volumes of Winnipeg’s passion for hockey,” added Angelakos. “Love of hockey runs deep here, and Budweiser will be there every step of the way to celebrate with fans.”

Jets players Tobias Enstrom, Eric Fehr, Chris Thorburn, and captain Andrew Ladd presented Labatt with official home Jets jerseys numbered #10 and #3 to identify the October 3 partnership announcement.

In recognition of the Winnipeg Jets once again becoming the seventh Canadian franchise in the National Hockey League, Budweiser has launched a campaign to help maintain and improve outdoor hockey rinks in Winnipeg.

Fans can visit Budweiser.ca/7 and send the team a “cheers to Winnipeg” message. With every message sent, Budweiser will donate $1 to the rink improvement campaign.

The beer company also shared some details on game-day and off-sales promotional initiatives, including Jets branded cans that will be available the third week of October.