As a longstanding supporter of hockey across the country, Budweiser is named an Official Beer of the NHL in Canada

Today, Labatt Breweries of Canada and the National Hockey League (NHL) announced a multiyear Canadian partnership, which includes Budweiser becoming an Official Beer of the NHL in Canada.

As part of the partnership, Labatt will receive broadcast exposure through Digitally Enhanced Dasherboards (DED), the League’s advanced approach to dynamic dasherboard advertising during NHL regular season and Stanley Cup® Playoffs games broadcast on Rogers Sportsnet and Prime Monday Night Hockey game broadcasts on Prime Video in Canada. The DED system allows for the digital replacement of camera-visible arena dasherboards within local, national and international NHL game broadcasts. DED graphics can be displayed during games in a market-specific way wherever the game feed is broadcast resulting in dynamic and targeted branding and promotional messaging. DED allow for dynamic dasherboard branding and messaging featuring URLs, flighted marketing campaigns, co-branded official designations, social media integration, QR codes and more.

The new partnership also provides Labatt with an array of marketing and trade promotion opportunities, which will predominately be activated by the Budweiser brand, connecting Budweiser with the NHL and its fans through Labatt’s industry-leading retail-partner network, and the NHL’s vast marketing, digital and social media channels. Furthermore, Budweiser-focused activations will come to life at NHL events, such as the NHL Heritage Classic, strengthening the brand’s commitment to elevating hockey fans’ experience and rallying Canadians behind the sport.

“As Canada’s leading beer brand, Budweiser has a long history of bringing friends together to celebrate Canada’s leading sport,” said Andrew Oosterhuis, Marketing Vice President, Labatt. “Through this National Hockey League partnership and the integration of dynamic digital advertising assets, Budweiser looks forward to building on its legacy of finding creative ways to connect with hockey fans.”

“We’re excited to welcome Budweiser back as an Official Beer of the NHL in Canada,” said Kyle McMann, NHL Senior Vice President, Global Business Development. “Budweiser, through over a decade of exceptional creative work has become synonymous with the social celebration NHL goals create for fans whether they’re at home, at a bar with friends or at an NHL game. As an Official NHL Partner in Canada, and beyond bringing the brand to life in live national games with our Digitally Enhanced Dasherboards technology and through highlight-driven goal scoring content, we look forward to working with the Budweiser brand team to create new ways to celebrate the social connections buds can have when their favourite NHL team scores.”

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