This article was last updated on April 16, 2022
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Labatt Breweries of Canada and Live Nation Entertainment, who now own Molson Amphitheatre and lease the land from the Ontario government, have announced their decision to change the name of the venue to Budweiser Stage on Friday. The new owners signed a multi-year partnership deal that includes a revitalization plan of the city’s most popular music venues. The sponsorship deal with Molson expired at the end of 2016.
A press release issued by the Live Nation Canada president of media and corporate partnerships, John May, stated that “the amphitheatre at Ontario Place has been a landmark entertainment destination for the Ontario and Toronto communities for years.” According to May, “with the upgrades to Budweiser Stage, we look forward to enhancing the concert experience for the fans as we continue to fulfill our mission of connecting fans with the artists they love.” It was elucidated that the new partnership deal will bring more concession stands to the venue including expanded cashless payment options. According to the organizers, the pre-show experience will also be enhanced to allow fans to arrive before the show starts.
The Molson Amphitheatre officially opened in 1995 with the capacity to hold up to 16,000 people and two sold-out Bryan Adams concerts. Now Budweiser’s new deal will allow it to expand its presence across Canada with new sponsorship deals at the Commodore Ballroom in Vancouver, B.C. and Trackside in London, Ont. The beer giant already has a foothold at North by Northeast (NXNE) and the Calgary Stampede.
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