Filming Underway For HBO's "24/7" Critics Assail Markham Arena Plan Concussion Lawsuit Could Be Uphill Battle ATP Inks Michelob Ultra Deal In U.S. NHL Cap Likely To See Big Jump After Rogers Deal L'Oreal Men's Brand Inks Three-Year Deal With NHL Devils Make Corporate Appeal To Sell Tickets How The Rogers-NHL Deal Affects "HNIC" Rogers' NHL Deal Alters Canada's TV Landscape CBC Takes Big Hit With New NHL TV Deal
SBD/20/Sponsorships Advertising Marketing
OH, MARIO: LEMIEUX SIGNS TWO-YEAR DEAL WITH STROH'S BREWERY
Published October 20, 1997
Stroh Brewery has "marshalled a nifty assault on the NHL's official beer" partner, Anheuser-Busch, by signing Mario Lemieux to a two-year endorsement contract, according to Terry Lefton of BRANDWEEK. In the first "major deal" since his retirement, Lemieux gives Stroh's "a local hero in one of the strongest markets for Stroh's Beer while stealing some glory from" A-B's league partnership and Pittsburgh Brewing's Iron City, a Pens sponsor. While Lemieux "won't appear in TV ads," Stroh's will use him in appearances, print ads and in a promo offering a chance to attend an NHL game with the former NHL star. Stroh's is also "considering" a commemorative can (BRANDWEEK, 10/20 issue).