Though Molson Canadian already has sponsorship deals with several National Hockey League teams, the beer brand and the league today announced a seven-year deal that gives Molson league-wide official sponsor status.
The deal grants the Molson Coors brand exclusivity in its category, and profile at several of the league’s high-profile events such as the Winter Classic, Herritage Classic and Stanley Cup. The Molson name will also appear across several of the league’s digital assets, including NHL.com and its mobile network.
The deal also sees Coors Light gain access to sponsorship opportunities in the U.S. and Canada through MillersCoors’ joint venture agreement with Molson.
“Molson Canadian is synonymous with the game of hockey and was the brand that helped build the tradition of ‘Hockey Night’ across Canada,” Dave Perkins, President and CEO, Molson Coors Canada, referring to Molson’s former sponsorship of CBC’s Hockey Night in Canada. “Partnering with the NHL reinforces Molson Canadian’s ‘Made from Canada’ brand position, and also reflects our company’s desire to help Canadians connect over shared passions and great beer.”
