Labatt Strikes Partnership with Syracuse Athletics

Labatt hosted a tailgate party prior to the season opener for Orange fans.

Author:
Griffin Della Penna
Updated:
Sep 6, 2023 8:23 AM EDT
Original:
Sep 6, 2023

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As fall sports are officially in full swing for the Orange, Labatt Brewing Company has entered a new partnership with the Syracuse athletic department. This three-year deal is the largest collegiate partnership for Labatt, as they become the “Official Canadian Import of Syracuse Athletics.” Cuse fans are able to enjoy America’s top-selling Canadian beer at the JMA Wireless Dome, and at local bars and restaurants near campus.

Before Saturday’s season opener against Colgate, Labatt Blue Light hosted an ultimate Cuse fan tailgate party for adults 21 and older at The Orange Crate. Over 200 fans attended the event and got free t-shirts to commemorate the new sponsorship. Cuse fans also had a sneak peek of the new Syracuse-themed tap handles, and neon signs that change depending what athletic programs are in season. Central New York market manager Lauren Tarson views fun interactive events like this as something that fans should continue to expect moving forward.

“Having this event at The Orange Crate was a perfect match. A lot of consumers that come here are definitely our target market for the brand. It’s a good fit having it here and we will again,” Tarson said.

Labatt USA is headquartered in Buffalo, New York, and has imported Labatt Blue and Labatt Blue Light from Canada since 1951. FIFCO USA is the over-arching corporation that runs Labatt, Genesee Brewing, and Seagrams. The company previously has focused on marketing with professional sports organizations like the Buffalo Bills and Sabres. However, brand manager Jason Folaron believes that it’s the perfect time to venture into the collegiate ranks.

“Syracuse Atheltics has been an important part of the Syracuse identity for decades. There is so much energy and buzz around the Syracuse teams. We’re huge fans and are really looking forward to becoming a part of the excitement,” Folaron said.

The sponsorship with Syracuse directly aligns with a new product release called “Labatt Blue Light Apple,” that’s brewed locally in Rochester. Labatt’s Buffalo Bills partnered “Throwback Tea,” also returns in perfect time for the NFL season. Tarson sees Syracuse as an ideal market for Labatt to tap into with these new launches.

“I was actually born and raised in Syracuse. To have a brand like Labatt really bring a localized feel to Syracuse as a way to connect with the product is pretty awesome. I think that's the biggest thing for us because I feel like the brand really fits this location and the local consumers,” Tarson said.

Next time you go to the dome visit one of the four “grab-and-go” beverage stations in the upper-level concourse sections, a fully branded lower-level concourse station, and look out for Labatt company branding throughout the JMA Dome. With the partnership in the infancy phases, there are already lots of plans in the works that will elevate the Syracuse game day experience.