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MillerCoors' Coors Light Brand To Title Sponsor NHL Stadium Series
Published May 1, 2013
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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.