Michelob Ultra is raising a glass to the National Hockey League.
Today, the Anheuser-Busch brand announced a multiyear partnership to become an official beer sponsor of the NHL in the U.S. The brand is also becoming the official beer sponsor of the Stanley Cup Playoffs and Stanley Cup Final.
With the sponsorship, Michelob Ultra will activate around NHL tentpole events, including the Stanley Cup Playoffs, the NHL Winter Classic, and NHL All-Star. The brand is also continuing its current sponsorship of 18 NHL teams, and Hockey fans can expect limited-edition team packaging on the way for the upcoming season.
According to Michelob Ultra, the sponsorship adds to its “Superior Access” platform, which looks to create an insider experience for fans.
“We’re honored to add the NHL to Anheuser-Busch’s iconic portfolio of sports partnerships, bringing hockey fans across America closer to the league’s superior moments on and off the ice for years to come,” Kyle Norrington, CCO, Anheuser-Busch, said in a statement.
The official NHL sponsorship adds to a roster of sports for Michelob Ultra, including having premier sponsorships in the NBA, FIFA World Cup, the Olympic and Paralympic Games Paris 2024, Milano Cortina 2026, LA28, and the PGA Tour.
Michelob Ultra also has a history of cross-promotion with its sports efforts. In the latest Super Bowl, Michelob’s Big Game ad championed the Milano Cortina Olympics.
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