Avalanche To Substantially Increase Payroll NHL Media Notes Detroit Approves $450M For Arena Bonds NHL Panthers Vow To Stay In South Florida NHL Decides Against Selling Jersey Ads A-B Concerned Over NFL's Handling Of Issues Red Wings To Unveil Latest Drawings Of New Arena Sources: Epix Producing Winter Classic Series Sabres' Season-Ticket Renewals Down NHL, HBO Part Ways On "24/7" Reality Series
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).