Episode 24: Brian Collins, Molson Coors

There's a pretty good chance that if you've watched or attended an NHL game in Canada, beer was involved in some capacity. There's probably even a better chance that Molson Coors had a significant role to play in that experience. That's because there are not too many brands as connected to hockey as the leader of beer in Canada.

To discuss more about Molson Coors' success in sports, we are joined today by Brian Collins, their Senior Manager of Sports & Entertainment Partnerships. Brian was kind enough to share the strategic focus Molson Coors possesses when it comes to earning the title of "the beer of hockey". In addition, he provides his perspective about the key difference between sponsorships and partnerships, as well as the 'tough' discussions he's had with his NHL partners throughout the pandemic.

We also shed some light on Brian's extensive community involvement, whether it was during his time at Purolator with their 'Tackle Hunger' program or his volunteer experience with the Sponsorship Marketing Council of Canada.

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