The Molson Amphitheatre is now the Budweiser Stage, and not everyone is happy about it
Live Nation and Budweiser ink national partnership to revitalize venue
In what some are calling the latest "Skydome-to-Rogers-Centre" switch-up, Budweiser and Live Nation Entertainment have teamed up to revitalize the Molson Canadian Amphitheatre, including changing the name of the outdoor music venue to Budweiser Stage.
"Our partnership marks the beginning of great things to come for music fans from coast to coast," said Todd Allen, vice-president, marketing, Labatt Breweries of Canada, in a press release.
"We're also thrilled that the iconic venue for musicians at Ontario Place will carry the name Budweiser Stage, and that music fans will now be able to enjoy Canada's most popular beer at the country's premier music venue."
It seems, for now, concert-goers aren't sharing the same enthusiasm.
Will most likely never refer to the Molson Canadian Amphitheater as the Budweiser Stage—@emgogg
The Molson Amphitheatre is pulling a SkyDome and changing to a way worse name… the Budweiser Stage. 😒—@KyleDYoung
Molson Amphitheatre is now called Budweiser Stage? FOH! In related news, Rogers Centre is still the Skydome—@peekay1
Not so fast, Molson fans. With this new deal, the partners have also announced they'll be decreasing wait times through adding more concession locations, adding more cashless payment options, refurbishing all concession stands and enhancing pre-shows by allowing you to enter the venue sooner. Of course, you'll also be able to sip on a Bud, as well as Mill Street, Palm Bay and Corona products.
Did the Molson Amphitheatre really just change its name to the Budweiser stage ? Lame af—@Mattysia
Budweiser Stage is a hideous name.—@aderaro
Is this a joke? No details, no consultation, no public input. <a href="https://t.co/yZ9y2n22g0">https://t.co/yZ9y2n22g0</a>—@m_layton
John May, president of media and corporate partnerships with Live Nation Canada, said they're watching the Twitter feeds and aren't surprised by a bit of resistance.
"I don't see any real, direct comparison to the changing of the SkyDome to the Rogers Centre as it relates to this venue," he said. "We've always had a great corporate partnership related to the venue, and we do respect the relationship we had for many years with Molson."
May said venue name changes are a reality of the music and entertainment business, and their focus is to provide fans with continued access to their favourite international artists.
"We certainly respect everybody's passion about the venue and the great memories that have been created over the many years of great performances," he said.
Molson amplitheatre changed names to Budweiser stage; finally a $20 beer worth drinking—@Gerrit_Herralea
The multi-year, national partnership comes after about a year of discussions. Live Nation owns the venue, although it's located at Ontario Place, which is provincial property. May said they did run the new name by the Ontario government for their approval.
All changes, which will be mostly signage and aesthetic adjustments, will be done in time for the first show of the summer.
Budweiser is also involved in the Toronto music event North by Northeast (NXNE).