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DG Yuengling & Son sponsors New Jersey Devils

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US craft brewer DG Yuengling & Son has lined up a multi-year sponsorship agreement with ice hockey team New Jersey Devils.

Yuengling, which added  Golden Pilsner to its portfolio last year, claims to be the oldest brewer in the US

Yuengling, which added Golden Pilsner to its portfolio last year, claims to be the oldest brewer in the US

The company said yesterday that it has become an 'official partner' of the team and its arena, the  Prudential Center in Newark, New Jersey. The deal, for an undisclosed sum and duration, also sees the creation of the Yuengling 1829 Grill, a 13,000-square-foot, Yuengling-branded restaurant at the Prudential Center.

The Devils and Prudential Center will also support and promote Yuengling's 'Lagers for Heroes' programme, which supports military veterans and their families. Brands on offer at the stadium include Yuengling Traditional Lager and Yuengling's first new, core product in 17 years, Golden Pilsner, which was released in 2018.

"Yuengling is always looking for opportunities to foster relationships with respected companies who have strong ties to the community," said Debbie Yuengling, the brewer's employee engagement & culture manager, and sixth-generation family member. "This year, in particular, we've tapped into community relationships to give back to our fans as we celebrated 190 years as America's oldest brewery. Through our partnership with the New Jersey Devils and Prudential Center, we look forward to providing fans and their loved ones more opportunities to mark special occasions and make lasting memories."

Financial details behind the sponsorship were not disclosed.

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