The Toronto Wolfpack Rugby team is most notable for being the first in North America to be inducted into the Rugby Football League system. The team is also described as the first "fully professional rugby league team in Canada and the world's first transatlantic rugby league team."
Hosting its home opener game this past weekend in Toronto's Liberty Village neighbourhood, the team partnered with The Craft Guys to give the event a more Millennial-friendly twist, with the resurgence of The Beer Garden. Created by Joe Santos, The Craft Guys is a marketing agency specializing in connecting Toronto-based organizations with local craft beer producers to host unique themed events.
Hosting a Craft Beer Garden for fans, the Toronto Wolfpack Rugby team brought in a full crowd of fans at its home opener event while spotlighting a number of local craft breweries. "Every home game will feature 10 Craft Beer Tents, 1 Gin station, 1 Rum shack, 1 Cider Tent, a Wine and Spirit’s Bar." The breweries featured this season include Amsterdam, Lost Craft, Henderson Brewing Co., Shiny Apple Cider, Woodhouse, Bobcaygeon, Big Rock, Redline, Red Thread and Scotland-based Brew Dog.
Additionally, members of the Toronto Wolfpack Rugby team will join fans in the beer tents after each game, adding to the truly personal and communal feel of each match.
Rugby-Themed Beer Gardens
Toronto Wolfpack Rugby and The Craft Guys Partner for Local Games
Trend Themes
1. Craft Beer Gardens - Connecting local craft beer producers with themed events to attract Millennial consumers and enhance the fan experience at sporting events.
2. Transatlantic Rugby - Expansion of professional rugby league teams beyond traditional markets, creating new opportunities for global fan engagement and brand partnerships.
3. Personalized Sporting Events - Creating a personal and communal atmosphere at sporting events by allowing fans to interact with players and enjoy unique experiences, such as beer tents.
Industry Implications
1. Craft Beer Industry - Opportunities for craft beer producers to collaborate with marketing agencies and sports organizations to create themed events and introduce their products to new audiences.
2. Sports Entertainment Industry - The emergence of transatlantic rugby league teams presents opportunities for sports organizations to expand their fanbase globally and create unique fan experiences.
3. Hospitality Industry - The integration of craft beer gardens into sporting events provides an opportunity for hospitality businesses to cater to niche markets and enhance the overall event experience.