Labatt Breweries comes on board as official partner of Vidéotron Centre

Budweiser: A Mainstay of Cultural and Sporting Events at Vidéotron Centre

Quebecor’s Sports & Entertainment Group and Labatt Breweries of Canada are pleased to announce a partnership that will make Labatt, and its flagship brand Budweiser, Vidéotron Centre’s official beer supplier. The long-term agreement will put Budweiser front and centre at all of Québec City’s biggest concerts, sporting events and other festivities.


It’s a major partnership that came about naturally, said Simon Laroche, Vice President of Sales – Canada for Labatt Breweries of Canada. Labatt Breweries was one of the first partners to get behind the new Québec City arena, and today we’re very pleased to make it official: Labatt is here to stay at Centre Vidéotron. And Budweiser, one of Quebecers’ favourite beers, will be the beverage of choice at all of the arena’s great cultural and sporting events,

Quebecor is proud to join forces with a committed partner like Labatt Breweries that has supported the new arena from day one. They have always believed in the arena’s success, and today, by signing on as a long-term partner, Labatt is showing that it cares deeply about Québec City, and that it is ready to play an active role. Their presence at Vidéotron Centre will help enhance the experience for the fans, who will enjoy a one-of-a-kind, festive environment.

Benoit Robert President and CEO of Quebecor’s Sports & Entertainment Group

Quebecor is also pleased to announce that this agreement renews Labatt’s partnership agreement with the Remparts de Québec hockey team.

Québec City partners from day one

Labatt Breweries of Canada are longstanding backers of Centre Vidéotron. Before the arena was built, the brewer lent a helping hand by acquiring 100 seats through the J’ai ma place foundation and awarding them to the winners of a popular Québec-wide contest. Labatt also sponsored J’ai ma pelle, a public ground-breaking celebration.


With a Québec City presence dating back 50 years, Labatt Breweries stepped up its regional presence last year by opening its largest distribution centre in the province (and second-largest in Canada). The new distribution centre handles over 4.5 million cases of beer annually.

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