New Maple Leaf Square Name Skips Confusion Epix Going Heavy On Digital With NHL NHL Strikes Deal With GoPro Cameras Sportsnet Reveals New Hockey Central Studio Vinik Plans On Continuing Spending Near Cap Barclays Center Not Yet Fit For Islanders Games Kraft Expands NHL Deal To Include U.S. Red Wings Break Ground On Arena Project Oilers Ask Fans For Goal Song Suggestions NHL Panthers Preparing For Small Crowds
Upcoming Conferences and Events
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).