The Trading Floor

[Tackler]

Russell sign beer deal with B.C. Lions, B.C. Place

2007-05-07 06:42 MT - News Release

Ms. Angie Harris reports

RUSSELL BREWING, BC LIONS AND BC PLACE INK DEAL

The reigning Grey Cup champion B.C. Lions football club, B.C. Place and British Columbia's fastest-growing brewery, Russell Breweries Inc.'s Russell Brewing Company, reached a landmark three-year partnership agreement today, making the local brewery the official beer of the B.C. Lions and B.C. Place.

Beginning with the club's preseason home game on Friday, June 15, versus the Saskatchewan Roughriders, B.C. Place will be carrying a variety of Russell products including the Russell extra special lager and Russell pale ale.

"We are extremely proud to support the B.C. Lions," said Andrew Harris, president of Russell Brewing Company. "B.C. Place, home of the B.C. Lions, will be the first CFL stadium in the country to depart from a mainstream brand and align itself with a local specialty brewery. The B.C. Lions are an incredible team with devoted fans and it is an absolute privilege to support them."

"I am very pleased to have Russell Brewing Company join our roster of partners," said Lions president and chief executive officer, Bob Ackles. "This relationship further demonstrates our commitment to exceptional, locally owned companies, while providing outstanding quality in every aspect of the football fan's experience at B.C. Lions home games."

"We're always looking at innovative ways to increase customer satisfaction at B.C. Place," says Graham Ramsay, director of business development for B.C. Place. "This three-year deal is good news for the local economy and for our fans who are looking for quality products to round out a great experience here in the dome for all our events."