National Hockey League
In February 2011 Molson entered a partnership with the National Hockey League, however, a series of court rulings delayed the beginning of the partnership until the opening night of the 2011-12 season on October 6.
The $375-million deal, which runs seven years, reportedly includes the following expenditures: approximately $100-million for the rights, $100-million in guaranteed advertising buys, and $100-million in so-called activation, which includes costs for the events and special promotions staged by Molson to capitalize on its rights.
Read more about this topic: Molson Canadian
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