NHL Renews Sponsorship With A-B With Three-Year, $75M Deal
By Terry Lefton, Editor-at-Large
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A-B Gains Winter Classic Exclusivity In
Three-Year Deal With NHL |
Anheuser-Busch has renewed its 10-year-old status as the NHL's official beer sponsor. Sources put the three-year pact at around $75M, including rights fees, spending commitments with clubs, broadcast rights holders NBC and Versus and league controlled media, including NHL.com and the NHL Network. Bud Light, the top selling beer brand, continues as the lead brand for NHL activation. A similar deal with Labatt, which markets and distributes Bud Light in Canada, gets A-B the same rights north of the border. A-B also gets category exclusivity in the next NHL Winter Classic and will put its considerable marketing weight behind an NHL-themed promo each season.
LOOKING FOR OTHER DEALS: Next on the NHL shopping list is a renewal of its auto sponsorship rights, held by Dodge since '95. NHL Senior VP/Corporate Sales & Marketing Keith Wachtel said he also has conversations going in the technology and insurance categories. The league is also looking for a wireless service deal for Canada. Verizon Wireless holds those rights in the U.S.
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