Press Release

Labatt is Proud to be Asssociated
With the 1st World Outgames Montréal 2006

Montréal, 8 June 2004 -The 1st World Outgames Montréal 2006 will be the largest sports event in Montréal since the 1976 Olympic Games. This gay sport and cultural festival will welcome 16,000 participants and 250,000 visitors from over 100 countries.

Louise Roy, the organization's chief executive director is especially happy to announce that La Brasserie Labatt is the event's first major private partner. "By taking part in this unique event that will rock Montrealers in 2006, La Brasserie Labatt will show its community involvement while acknowledging that Québec and Montréal's international gay, lesbian, bisexual and transgender (GLBT) community is hosting a unifying project", she says.

Labatt Joins in the Pride

Labatt is participating in this incredible first by launching a customized sponsorship plan. The brewery will give a dividend for each case sold during every public event and fundraising campaign that takes place before the Games.

The first phase of this campaign will begin this week in Montréal's gay bars. An electronic countdown of the days left before the Games will be displayed on screens in most of these establishments. Moreover, a percentage of the profits generated by the sale of Blue Dry in these bars will be donated to Montréal 2006. The same goes for profits made during the sale of this beer on the Games' sites and venues.

Labatt will create a three-year customer loyalty plan and will implement an additional funding program on the medium and long term to contribute to Montréal 2006's success. The campaign's second phase will begin this fall, when Labatt and E-Bay will launch quite an innovative fundraising campaign.

"This event is very important for gay and straight people, residents of Montréal as well as national and international visitors. It is Labatt's tradition and belief to encourage sports and culture" declared Robert Tilloy, Labatt's sales manager for Greater Montréal. "Furthermore, the Games will embrace participation and celebration, respect and equality, as well as innovation, diversity and empowerment, all concepts that are in harmony with Labatt's vision"

"This sport and cultural festival will take place in the best city in the world, where an open mind and respect for the rights and liberties of others are commonplace. Labatt is proud to associate itself the 1st World Outgames Montréal 2006. We are very happy to be holding our door open to the world in this manner" added Mr. Tilloy.

A Gay Sport and Cultural Festival

A memorable and non-discriminating event not to be missed, the 1st World Outgames Montréal 2006 will provide the international gay, lesbian, bisexual and transgender (GLBT) community with eight days of celebration, from 29 July to 5 August 2006.

Thirty three sports events, numerous cultural activities and an international conference on gay rights are on the agenda. Radio-Canada will accomplish a first by becoming the official broadcaster of the 1st World Outgames. It will show one hour of coverage per day and will broadcast the opening and closing ceremonies.

The 1st World Outgames will feature all types of sports: from track and field, rowing, volleyball and water polo to billiards, bridge, bodybuilding, figure skating, rollerblading and many others.

"As an athlete first, and co-president of Montréal 2006, I would like to congratulate Labatt for having faith in us" says triple Olympic gold medalist Mark Tewksbury. The 1st World Outgames will be a privileged moment for participants from around the world as well as for the people of Montréal, Québec and Canada".

Some 3,000 artists will gather for the cultural portion of the festival. In addition to the opening and closing ceremonies, there will be many shows featuring choir singers, dancers and musicians.

Don't miss the gay rights conference called The Right to Be Different. This forum is a world first and will be presented by an international scientific committee made up of 25 individuals: lawyers, activists, scholars and journalists from over fifteen different countries. Over 2 000 conference participants are also expected.

The Next Games

Berlin has already filed a proposal to host the 2nd World Outgames in 2009. 2009 will be a special year for Germany: 40 years after the Stonewall riots, 30 years after the first gay festival (Pride) and 20 years after the fall of the Berlin Wall.

About Labatt Breweries

Labatt Breweries of Canada is one of the oldest and most prosperous breweries in Canada. Proud brewer of 60 quality beers, Labatt successfully operates eight breweries from coast to coast, including La Brasserie Labatt in the borough of LaSalle which provides jobs to 2,000 Quebecers. Labatt is part of the Belgian Interbrew S.A., the third largest brewer in the world.

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