US: Anheuser-Busch, Labatt extends Bud Light NHL deal

Anheuser-Busch and Labatt Breweries have extended the sponsorship agreement between the NHL and A-B's Bud Light beer brand.

The two brewers confirmed today (4 June) that Bud Light will remain the 'Official Beer of the NHL' until the 2010-11 season. Bud Light has been the official beer sponsor of the NHL since 1998 and sponsors 21 of the league's 24 US teams.

Simultaneous renewals with Anheuser-Busch and Labatt, which markets and distributes Bud Light in Canada, gives the brand category exclusivity and a brand presence in-game and at retail across North America, A-B and Labatt said. Financial details of the tie-up extension were not disclosed.

"The NHL continues to put out a great product year after year, and is doing a fine job of using new marketing platforms to connect with its fans," said Tony Ponturo, vice president of Global media and sports marketing at A-B. "This is especially true of the digital space, which is a shared point of emphasis for Bud Light."

Richard Musson, vice-president of marketing at Labatt, added: "As longstanding partners of the NHL, we value the respect hockey fans and beer drinkers have for this leading property in Canada. We are excited to extend our partnership with the National Hockey League and to build great programming and consumer relevance for Bud Light with Canadians."