MOOSEHEAD RADLER IS GIVING REC LEAGUE SPORTS TEAMS A “REFRESH”

June 2, 2022 [Toronto, ON] - Moosehead Radler is taking its sports sponsorships to a whole new level this summer: the rec leagues. The brand is offering local sports teams the chance to score corporate sponsorship, including a fresh new name, fresh new jerseys, team swag, post-game refreshments - and a league fee credit for their next season of play. The offer is part of Moosehead Radler’s new Team Refresh campaign, which launched this week. 

The Moosehead Radler Team Refresh was developed by Toronto-based Conflict, Moosehead Breweries’ agency of record, to drive awareness of the refreshing summertime brew. Moosehead Radler blends the brewery’s award-winning Lager with 15% fruit juice.

“On a hot summer day, there’s no beer more refreshing than Moosehead Radler,,” says Sarah Smith, Brand Manager, Innovation, Moosehead Breweries. “So a summer sports sponsorship was a natural fit - but we wanted to give the idea a fresh twist. We’re skipping the major leagues and going straight to the beer leagues, where we truly belong.”

Rec sports teams are encouraged to visit teamrefresh.ca to make their pitch for sponsorship. Eight teams will win a fresh new look, including an updated, Radler-inspired team name - from The Rad Dads to The Thirst Trappers or The Radler Snakes. 

“In the rec leagues, the best part of the game is so often the post-game - and we really wanted to lean into that moment,” said Niall Kelly, Creative Director, Conflict. “Of course, teams get a sweet deal with slick jerseys and league money, but at the end of the day, we’re just trying to encourage friends to get together, have a good time and toast the summer.”

The call-for-submissions is being promoted to Canadians through a social campaign, and through a season-long partnership with JAM Sports, one of the biggest recreational sports clubs in the country. PR for the campaign is being handled by Craft Public Relations, and Media Experts is leading media buying.

About Moosehead Breweries

Moosehead has been led by the Oland family since 1867, making us the last major brewery in Canada still owned by Canadians. Our 155 year history is as rich as the flavour of our beer. Today we exist to reawaken and reward the courage to go after what’s difficult, because we know that obstacles are just opportunities to show the world what you’re capable of. 

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