Labatt Enters Partnership with NHL

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Photo Courtesy: Labatt Breweries of Canada

TORONTO — Labatt Breweries of Canada and the National Hockey League (NHL) announced a multi-year partnership, naming Budweiser an official beer of the NHL in Canada.

The partnership spans all marquee NHL events, including the NHL Winter Classic, NHL All-Star Weekend, Stanley Cup Playoffs and Stanley Cup Final. Additionally, the agreement includes Mike’s 0g HARDer Sparkling Water becoming an official hard drink of the NHL.

“In Canada, Budweiser has supported hockey and its fans for years and we’re excited and honoured to take our love for the game to the next level as an official partner of the NHL,” says Todd Allen, vice-president 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.”

The new deal is part of a broader North-American partnership between Anheuser-Busch and the NHL, which includes Bud Light becoming an official beer of the NHL in the U.S. As part of the deal, Bud Light and Budweiser Canada will have the ability to create content and activate throughout the season.

“We’re thrilled to announce our new partnership with Labatt Breweries and their tremendous portfolio of beverages, most notably Budweiser — an iconic global brand embraced by hockey fans across Canada,” says Kyle McMann, senior vice-president, North American Business Development & Global Partnerships, NHL. “Our partnership with Labatt presents a tremendous opportunity to amplify our engagement with NHL fans through Budweiser’s impressive, award-winning creative campaigns that celebrate our sport while shining a spotlight on the spirit of hockey fandom.”

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