If you grew up or have lived in the Greater Toronto Area for any amount of time, you’re probably aware of the Molson Amphitheatre. Perhaps you have even been to a concert there. As of January 6, the popular venue has been rebranded as the Budweiser Stage. On Friday, Labatt Breweries of Canada and Live Nation announced the rebranding and multi-year sponsorship deal.
Although the venue only became known as the Molson Amphitheatre in 1995, when the original Forum was demolished and the bigger venue was built on the site, the name has become a well-known one over the past two decades.
Additionally, Budweiser also plans to work with Live Nation to promote its brand at the 1200 music events across the country. Their goal is to reach 3.5 million people each year. They have become the lead beer sponsor at several major music festivals, including North by Northeast.
I wonder how long it will take for Torontonians to embrace the venue’s new name. It’s been over a decade since the Rogers Centre took on that name, yet you’re still far more likely to hear the stadium called the SkyDome.
For more on the Molson Amphitheatre re-branding, you can check out this Globe and Mail article.