Giants rally to the Coors

October 30, 2005: The Belfast Giants hockey team have been renamed the Coors Belfast Giants as the result of a sponsorship deal with the global brewer.

Both sides, naturally, are pretty happy with the deal, Coors hoping it will build its brand in Northern Ireland.

“Coors Belfast Giants is a unique proposition of two brands," said the Giants' general manager John Elliott in a joint press statement. "Both have passion and the desire to succeed. Having had the privilege of meeting Coors President, Pete Coors at a recent function in Dublin, I know that the company is totally committed to serving the finest Ice Cold Beer throughout Northern Ireland.

"This title sponsorship, as Coors Belfast Giants, is consistent with the Coors Brewers company objectives and gives the local brand team a vehicle to help deliver their extensive brand objectives.”