The following photos demonstrate Molson Export Ale‘s commitment  to their corporate sponsorship of the Montreal Canadiens.  The brand has completed branded an entire section at  Bell Centre. Everything from the seats to the hallway floor showcases the passion Molson Export Ale has for hockey and Habs fans.

Branded/Themed areas are a major trend to watch for when teams sell sponsorship packages. These area are a focused approach in gaining & retaining consumers attention. Fragmented signage buys around the stadium are behind us. The old school approach fails at creating relevant impressions/experiences for consumers.