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Bills and Blue fans can show pride with collectible hats

Orchard Park, NY – The Buffalo Bills announced Wednesday a newly expanded partnership with Labatt Blue, America's top selling Canadian beer. Renewing its long standing relationship with the Buffalo Bills, Labatt Blue continues as an Official Sponsor, starting on Opening Day vs. Seattle – September 7, 2008.

As part of the sponsorship deal, Labatt will have signage and their product will be served inside Ralph Wilson Stadium. In addition, Labatt USA and the Buffalo Bills will team up to produce a special, limited edition Labatt Blue/Buffalo Bills hat. The hats will rollout in specially marked 24-pack cases of Labatt Blue bottles and will be available in retail stores beginning in August. The hats will feature Buffalo Bills and Labatt Blue branded logos in one of three designs. Now, fans can gear up for the 2008-09 football season and show support for these hometown favorites by wearing and collecting the Bills/Labatt Blue hats.

As fans enter Ralph Wilson Stadium this season, they will see a new, colorful exterior wall mural, and find Labatt Blue through concession area signage. Labatt Blue also will ramp up advertising efforts on and see an increased presence on the Buffalo Bills website. For a limited time, fans can visit to enter a promotional sweepstakes to win weekly prizes, including a grand prize VIP trip for two to the Bills at Miami game on October 26, 2008. Fans can visit participating retailers for a special code, then log on to enter the contest.

"Labatt Blue has been an official partner of the Buffalo Bills since 2004," stated Pete Guelli, Bills senior vice president of business ventures. "With Labatt USA establishing its U.S. headquarters in Buffalo, it has led to even more marketing synergy between our companies and we are pleased to build on our long-standing relationship."

"Buffalo Bills football is a great tradition here in Western New York and we're proud to combine the rich heritage of Labatt Blue with the Bills," said Glen Walter, president, Labatt USA. "Here in Buffalo, when you think of football, you've got to think of the Bills and a cold Labatt Blue. Who could ask for a better combination? Go Bills!"

Headquartered in Buffalo, NY, Labatt USA imports and markets Labatt Blue™, Labatt Blue Light™, Kokanee™ and other Canadian brands into the United States. Labatt Blue is America's top-selling Canadian beer. First brewed in 1951, Labatt Blue offers a clean, refreshing taste, light color, slight hop aroma, good balance, fruity character and a slightly sweet taste. A 2004 Gold Medalist in the World Beer Cup, Labatt Blue Light is the No. 2 Canadian import behind Labatt Blue.

Labatt USA also imports and markets Brahma beer from Brazil, one in InBev's portfolio of specialty beer brands.

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