NHL Signs Three-Year Deal With New Amsterdam Vodka
The NHL has "signed a three-year U.S. deal with New Amsterdam Vodka, making it the official vodka of the league." It is the "first league-level partnership for the vodka brand." The NHL had a partnership with Diageo that "covered the broader distilled spirits category." But NHL Senior VP/Business Development & Global Partnerships David Lehanski said that that deal "expired, allowing the league to carve up the category." New Amsterdam Vodka's activation around the deal will include "displays in retail stores, on-site hospitality, promotion at NHL tentpole events, and promotion across NHL digital and social channels" (SPORTS BUSINESS JOURNAL, 10/1).