The National Lacrosse League today announced that it has reached a three-year exclusive marketing agreement with Labatt USA, beginning with the 2003 season.

The deal makes Labatt Blue the official beer of all league activities in the United States, including all games and events hosted by the Albany Attack, Buffalo Bandits, Colorado No-Names, Columbus Landsharks, New Jersey Storm, New York Saints, Philadelphia Wings, and Rochester Knighthawks.

Labatt Blue is the top-selling Canadian beer and the number-three imported beer in the United States. Other beers in the Labatt USA lineup include Labatt Blue Light, Rolling Rock, Dos Equis, and Tecate.

"We are excited to welcome Labatt Blue as our charter corporate partner in the United States," NLL commissioner Jim Jennings said. "As the national game of Canada with a solid base of corporate partners, we are pleased to launch a similar base of corporate leaders for our teams in the United States."

"This announcement provides further proof of our growing level of recognition in the United States, especially among corporations and mainstream sports fans."

Marketing elements of the deal will include tie-ins to Labatt Blue's "Blue Card" loyalty program and the NLL's traditional postgame parties. Also, Labatt Blue plans to develop an NLL program for the month of March.

"Lacrosse is about teamwork, and this marketing partnership celebrates the joining of two brands who share a rich Canadian heritage and an extremely loyal fan base," Labatt Blue senior brand manager Geoff Blanck said.

"To partner with the country’s fastest-growing team sport is a privilege for us, and a great opportunity to be associated with Canada’s national game. Like our popular Labatt Blue hockey program, this sponsorship brings the Labatt Blue experience to the Lacrosse lifestyle, fans and players. We are looking forward to a year ahead that is as exciting and fast-paced as the sport itself."

The NLL's beer deal with Labatt rival Molson is not affected by today's agreement. Molson Export continues to be the official beer of the league's Canadian events.