The National Hockey League (NHL) announced a deal with Anheuser-Busch and Labatt Breweries for Bud Light to remain the Official Beer of the NHL through the 2010-2011 season. Anheuser-Busch brews Bud Light and Labatt Breweries markets and distributes the beer in Canada.
The simultaneous renewals give the brand category exclusivity and a brand presence in-game and at retail across North America.
“The NHL’s expanded partnership with Bud Light validates our strategy to successfully activate avid fans across a portfolio of media and marketing assets,” said John Collins, the NHL’s Senior Executive Vice President of Business and Media.
“The NHL continues to put out a great product year after year, and is doing a fine job of using new marketing platforms to connect with its fans. This is especially true of the digital space, which is a shared point of emphasis for Bud Light,” said Tony Ponturo, Vice President of Global Media and Sports Marketing, Anheuser-Busch.
“As longstanding partners of the NHL, we value the respect hockey fans and beer drinkers have for this leading property in Canada," said Richard Musson, Vice-President, Marketing, Labatt Breweries of Canada.
Bud Light has been the Official Beer Sponsor of the NHL since 1998 and, at the local level, sponsors 21 of the League’s 24 U.S. teams. In addition to remaining the official and exclusive beer sponsor of the NHL All-Star Game, Bud Light gains the same distinction for the NHL Winter Classic, as well as the opportunity to offer a consumer promotion involving the Stanley Cup.