Keurig Dr Pepper Canada has announced a new partnership with Capital Sports & Entertainment, owner of the Ottawa Senators and Canadian Tire Centre, that will bring its lineup of soft drink brands to Ottawa’s largest sports and entertainment venue.
Beginning this season, guests attending hockey games, concerts and other live events at the Canadian Tire Centre will be able to purchase beverages from Keurig Dr Pepper Canada’s portfolio, including Dr Pepper, Canada Dry, Nestea and Crush.
“As Ottawa’s largest sports and entertainment venue, Canadian Tire Centre is always looking for ways to elevate the experience for the more than 1.5 million guests we welcome each year,” said Cyril Leeder, president and CEO of the Ottawa Senators. “By introducing a lineup of some of Canada’s most popular and highest-ranking brands, we’re ensuring that every visit… is paired with an exceptional food and beverage experience.”
The agreement also includes a new visual identity for the venue, with Dr Pepper branding featured prominently on in-arena signage, merchandising, and digital displays. This marks the first time Dr Pepper branding will take “centre stage” at a Canadian sports venue.
Chris McMahon, vice-president of away-from-home and ready-to-drink at Keurig Dr Pepper Canada, said the deal represents several milestones for the company.
“It also marks a number of important firsts for our business: our first Dr Pepper Centre, the introduction of Dr Pepper Zero on fountain in Canada, the first time Dr Pepper and Canada Dry are featured together on a fountain platform, and our first commercial entertainment distribution for… Nestea,” McMahon said.
Canadian Tire Centre will continue to offer existing cola and lemon-lime beverages alongside the new lineup, giving fans an expanded selection.
The launch will be celebrated during the start of the NHL season in October, with fans treated to a special surprise to mark the arrival of the new beverage program.
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