OH, MARIO: LEMIEUX SIGNS TWO-YEAR DEAL WITH STROH'S BREWERY
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).