Stanley Cup Playoffs First Round Up For NBC Sports Stanley Cup Viewership Up On Canadian Outlets NBC's Lead NHL Team Earning Kudos Penguins Get Creative With Playoff Marketing A-B Launches Loyalty Program Around BuschBucks.com Pierre McGuire Lauded For NHL Coverage Pegulas Face Criticism Over Handling Of Sabres NHL Games Down Big On TV, But Up On Digital Midwest NHL Teams Struggle With Late Playoff Starts Bettman Says Nassau Not Long-Term Islanders Home
Upcoming Conferences and Events
May 31 - Jun 1
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).