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Labatt Blue To Sponsor Red Wings, Arena In Landmark-Level Deal

Labatt Blue has signed on as a Landmark-level partner with the Red Wings and will become the team's "exclusive Canadian import beer." Labatt will have a "branded Labatt Blue Zone bar on the main concourse" at Little Caesars Arena, plus "sponsorship rights to the Labatt Blue Club in the north end." Labatt Blue "began its partnership this season." Financial terms of the deal were not disclosed, but Landmark-level deals are "multimillion dollar investments and the second highest level of branding investment in the new arena" (CRAINSDETROIT.com, 3/21).

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