As a press release states, the renaming comes in the wake of a multi-year, exclusive partnership between Budweiser Canada and concert promotion giant Live Nation, which owns the amphitheatre. Terms of the deal's length and worth were not disclosed.
Live Nation revealed that the waterfront venue will feature refurbished concession stands and cashless payment options for the 2017 concert season. While no changes to the concert stage or seating arrangement have been announced, the press release states that the companies are promising an enhanced "pre-show experience."
"The Budweiser brand has a long association with music in Canada and around the world, and we look forward to continuing to grow and evolve our music presence in collaboration with Live Nation," Labatt Breweries of Canada vice-president of marketing Todd Allen said in a statement. "Our partnership marks the beginning of great things to come for music fans from coast-to-coast."
Live Nation Canada's John May said, "The amphitheatre at Ontario Place has been a landmark entertainment destination for the Ontario and Toronto communities for years. With the upgrades to Budweiser Stage, we look forward to enhancing the concert experience for the fans as we continue to fulfill our mission of connecting fans with the artists they love."
Molson has held the naming rights to the amphitheatre since it was last refurbished in 1995, though it was unclear if they attempted to extend their deal. The venue opened in May of that year, hosting two sold-out Bryan Adams shows. Performers who have since graced the stage of the venue include Drake, Van Halen, Rush, Jay Z, Kanye West, Depeche Mode, Black Sabbath and more.
Much like Toronto's baseball stadium, we have a feeling the new name will take a bit of time to stick.
Is this a joke? No details, no consultation, no public input. https://t.co/yZ9y2n22g0— Mike Layton (@m_layton) January 6, 2017
Budweiser Stage, Bud Light Lawn, Michelob Ultra Staircase...— Joе Roojero (@JoeRouge) January 6, 2017
Skydome not Rogers Centre, Molson amphitheatre not Budweiser stage. #Toronto— JAM (@JAMM1NJAY) January 6, 2017
Hands up if you absolutely no plans to start calling the Molson Amphitheatre the "Budweiser Stage" ... #Toronto— Dave Fraser (@d_phrase) January 6, 2017
I"m all for improvements, but re-naming the Molson Ampitheatre after a terrible American beer (now the Budweiser Stage) is bad karma.— Jim Byers (@JimByersTravel) January 6, 2017
The Molson Canadian Amphitheater changed its name to The Budweiser Stage? Wow...— #lil_daddy (@Commander_NIC) January 6, 2017
The Molson Canadian Ampitheatre sounded epic (and Canadian). Budweiser Stage? pic.twitter.com/VGyyENetgU— Katherine (@toxickath) January 6, 2017