The deal provides national rights in Canada to create impactful fan-engaging activations throughout the NHL regular season and across the full season of all major NHL tentpole events including the NHL Heritage Classic, NHL All-Star Weekend, Stanley Cup Playoffs and Stanley Cup Final.
"The Molson brand is synonymous with hockey in Canada. A truly historic and naturally fitting duo, this partnership allows us to meaningfully connect with Canadian hockey fans and local communities from coast to coast," said Joy Ghosh, Director of Marketing, Molson Family of Brands. "We have enjoyed a tremendous relationship with the NHL in Canada since 2011 and in this exciting next chapter, our iconic Molson brands will team up with the league to enhance the fan experience - in-arena, at the bar, and at home."
Fans across Canada will also see the NHL -- Molson Canadian partnership come to life through multiple touchpoints with retail and on-premise activations. Beginning in March, hockey fans will even have the chance to win a trip for five to the 2020 Stanley Cup Final courtesy of Molson Canadian's new Score For Your Team campaign.
"Through decades of Saturday night game broadcasts under their banner, club partnerships that have spanned a lifetime, and huge marketing platforms that built rinks on mountains and skyscrapers to celebrate with fans, Molson Canadian and the NHL are intrinsically connected to countless Canadian hockey fans," said Kyle McMann, Senior Vice President, North American Business Development. "We are so thrilled to continue our partnership with Molson in Canada and can't wait to launch our next program that will connect our brands to fans that love our game."
Molson Coors has been a long-time partner of the National Hockey League, and currently has partnerships with 14 different teams, including Canadian teams Toronto Maple Leafs, Montreal Canadiens, Edmonton Oilers and Ottawa Senators.
