The partnership is inclusive of all major NHL tentpole events including the NHL Winter Classic®, NHL® All-Star Weekend, Stanley Cup® Playoffs and Stanley Cup® Final. Additionally, in Canada the agreement includes Flavoured Malt Beverages (FMB) and Ready-To-Drink Beverages (RTD) Categories, with Mike's 0g HARDer Sparkling Water becoming a lead brand in the partnership.
"Bud Light has a long history of celebrating sports fans season after season, and we are excited to expand our sports portfolio and bring our brand energy and experiences to hockey fans in the U.S. and Canada," said Andy Goeler, VP of Marketing, Bud Light. "We have had great success as a club partner for many years, but this league partnership will enable us to engage even more with hockey fans in new and exciting ways and during key moments throughout the season, bringing fans closer to the game they love."
"In Canada, Budweiser has supported hockey and its fans for over 10 years and we're excited and honoured to take our love for the game to the next level as an official sponsor of the NHL," said Todd Allen, VP Marketing, Labatt Breweries of Canada. "To continue to elevate the fan experience, we're also bringing along the newest addition to our roster, Mike's 0g HARDer Sparkling Water, and we're eager for hockey fans to learn more about the brand."
As part of the deal, Bud Light and Budweiser will have the ability to create content and activate throughout the season at NHL marquee events, including the NHL Winter Classic®, NHL® All-Star Weekend, NHL Stadium Series™, Stanley Cup® Playoffs, Stanley Cup® Final, NHL Awards™ and NHL Draft™. In addition, Bud Light and Budweiser will have significant presence across the NHL's broadcast and digital platforms including NHL Network, NHL Social and NHL.com, in addition to NHL national media rightsholders NBC (U.S.) and Rogers Sportsnet (Canada).
"We're thrilled to announce our new partnership with these iconic brands embraced by fans around the world," said Kyle McMann, Senior Vice President, North American Business Development & Global Partnerships, NHL. "Through both Anheuser-Busch in the U.S. and Labatt in Canada, this partnership presents a tremendous opportunity to extend the NHL brand to fans across many platforms throughout North America. We look forward to celebrating our game with fans by creating memorable and deep engagements through Bud Light in the U.S. and Budweiser in Canada."
Anheuser-Busch has a proud and longstanding history with the NHL, highlighted by local partnerships with 24 NHL Clubs, including the Anaheim Ducks, Boston Bruins, Buffalo Sabres, Calgary Flames, Chicago Blackhawks, Colorado Avalanche, Columbus Blue Jackets, Dallas Stars, Detroit Red Wings, Florida Panthers, Los Angeles Kings, Minnesota Wild, Nashville Predators, New Jersey Devils, New York Islanders, New York Rangers, Philadelphia Flyers, Pittsburgh Penguins, St. Louis Blues, Tampa Bay Lightning, Vancouver Canucks, Vegas Golden Knights, Washington Capitals and Winnipeg Jets.
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