From Adweek · Bill Bradley · · 1m
Michelob Ultra becomes official NHL beer sponsor
Anheuser-Busch brand inks multiyear deal to sponsor the league, playoffs, and 18 teams.
In brief
Anheuser-Busch brand inks multiyear deal to sponsor the league, playoffs, and 18 teams. Michelob Ultra is expanding its sports marketing portfolio by becoming the NHL's official U.S. beer sponsor, joining its existing partnerships with the NBA, FIFA World Cup, and Olympics. Originally reported by Adweek.
Michelob Ultra joins the NHL
Anheuser-Busch announced a multiyear deal making Michelob Ultra the official beer sponsor of the National Hockey League in the U.S.
Playoffs and marquee events included
The sponsorship covers the Stanley Cup Playoffs, Stanley Cup Final, Winter Classic, and All-Star Game, plus 18 existing team partnerships.
Limited-edition team packaging coming
Hockey fans can expect limited-edition team packaging from Michelob Ultra for the upcoming season as part of the activation.
Part of Superior Access platform
The NHL sponsorship fits into Michelob Ultra's "Superior Access" platform, designed to create insider experiences for fans.
Expanding sports portfolio
Michelob Ultra already sponsors the NBA, FIFA World Cup, Olympics, Paralympics, and PGA Tour, making the NHL a major addition.
“We're honored to add the NHL to Anheuser-Busch's iconic portfolio of sports partnerships”
The main idea
Michelob Ultra is expanding its sports marketing portfolio by becoming the NHL's official U.S. beer sponsor, joining its existing partnerships with the NBA, FIFA World Cup, and Olympics.
