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MillerCoors' Coors Light Brand To Title Sponsor NHL Stadium Series

MillerCoors’ title sponsorship of the newly created Coors Light NHL Stadium Series, which will include a Penguins-Blackhawks game at Soldier Field on March 1, is viewed by the league as a separate arrangement from Bridgestone’s title sponsorship of the NHL Winter Classic. “The Winter Classic remains as our crown jewel outdoor event in the U.S.,” said NHL Senior VP/Corporate Sales & Marketing Keith Wachtel. “The stadium series will be different in scope.” Other outdoor games, including a pair at Yankee Stadium during Super Bowl week that will pit the Rangers against the Devils and Islanders, will be announced in the coming weeks. Reports indicate there will be at least five games in the series.

MillerCoors’ sponsorship of the stadium series is part of the beer company’s seven-year, $375M deal signed with the NHL in February '11, the league’s most financially lucrative sponsorship ever. “Back then, we spoke to MillerCoors about these kinds of major events, events they wanted to own,” said Wachtel. “This is part of that deal.” As the NHL has with the Bridgestone Winter Classic, Wachtel expects to add presenting partners for the Coors Light Stadium Series. Those sponsors will receive assets such as on-ice and camera-side dasherboard advertising. “We’re looking at having four or five presenting partners,” said Wachtel.
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