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Marketing and Sponsorship

Labatt extends deal with USA Hockey

Labatt, a USA Hockey corporate sponsor since 2003, has extended its deal for an additional four years and is leveraging its sponsorship with a packaging promotion starting later this month.

The promotion will run through March 15 and be featured on Labatt Blue and Blue Light, as well as point-of-sale displays of 18-, 24- and 30-packs featuring goalie masks of past Olympians Jim Craig, Rick DiPietro and Ryan Miller. The promotion will run in 16 states: Connecticut, Illinois, Indiana, Massachusetts, Michigan, Minnesota, New Jersey, New York, North Carolina, Ohio, Pennsylvania, Rhode Island, South Carolina, Vermont, West Virginia and Wisconsin.

Marketing support comes via point-of-sale, digital and social media. Labatt also continues to sponsor pond hockey tournaments, with 14 of them in store for this winter.

Labatt’s longtime sports agency is The Strategic Agency of New York City, headed by Peter Stern.

— Terry Lefton


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