As a longstanding supporter of hockey across the country, Budweiser is named an Official Beer of the NHL in Canada
TORONTO and NEW YORK, June 5, 2024 /CNW/ – Today, Labatt Breweries of Canada and the National Hockey League (NHL®) announced a multiyear Canadian partnership, which includes Budweiser becoming an Official Beer of the NHL in Canada.
As part of the partnership, Labatt will receive broadcast exposure through Digitally Enhanced Dasherboards (DED), the League’s advanced approach to dynamic dasherboard advertising during NHL regular season and Stanley Cup® Playoffs games broadcast on Rogers Sportsnet and Prime Monday Night Hockey game broadcasts on Prime Video in Canada. The DED system allows for the digital replacement of camera-visible arena dasherboards within local, national and international NHL game broadcasts. DED graphics can be displayed during games in a market-specific way wherever the game feed is broadcast resulting in dynamic and targeted branding and promotional messaging. DED allow for dynamic dasherboard branding and messaging featuring URLs, flighted marketing campaigns, co-branded official designations, social media integration, QR codes and more.
The new partnership also provides Labatt with an array of marketing and trade promotion opportunities, which will predominately be activated by the Budweiser brand, connecting Budweiser with the NHL and its fans through Labatt’s industry-leading retail-partner network, and the NHL’s vast marketing, digital and social media channels. Furthermore, Budweiser-focused activations will come to …