Michelob ULTRA has expanded its presence in professional hockey through a new multiyear partnership with the National Hockey League (NHL), becoming an official beer sponsor of the league in the United States.
The agreement gives the Anheuser-Busch-owned brand rights across several of the NHL’s biggest properties, including the Stanley Cup Playoffs, Stanley Cup Final, NHL Winter Classic, NHL All-Star and NHL Stadium Series.
The league-wide partnership builds on an established club-level footprint, with Michelob ULTRA already holding partnerships with 18 NHL teams. Its existing portfolio includes the Carolina Hurricanes, Boston Bruins, Chicago Blackhawks, Detroit Red Wings and New York Rangers.
The expanded relationship will also introduce new consumer-facing activations. Michelob ULTRA and select team partners will launch limited-edition packaging featuring NHL team logos during the upcoming season, while the brand will bring its “Superior Access” platform into hockey through Michelob ULTRA Rinkside.
The initiative will offer fans aged 21 and over access to tickets, merchandise and other exclusive experiences linked to NHL events. It follows similar Michelob ULTRA platforms in other sports, including Courtside in basketball, Pitchside in soccer and Greenside in golf.
Kyle Norrington, Chief Commercial Officer, Anheuser-Busch, said, “The NHL remains one of the country’s fastest-growing leagues, making it a perfect partner for America’s #1 and fastest-growing beer: Michelob ULTRA. We’re honoured to add the NHL to Anheuser-Busch’s iconic portfolio of sports partnerships, bringing hockey fans across America closer to the League’s superior moments on and off the ice for years to come.”
Keith Wachtel, President, NHL Business, added, “The NHL is focused on partnering with best-in-class organisations that share our commitment to long-term growth and fan engagement. Anheuser-Busch and Michelob ULTRA have consistently demonstrated the ability to build impactful sports marketing programs at scale, and we are excited to work together to unlock new opportunities across the League, our Clubs and our marquee events.”
The NHL partnership strengthens Michelob ULTRA’s broader sports portfolio, which includes properties across FIFA, Olympics Games, and the National Basketball Association. For the NHL, the agreement adds a national beer partner with an existing network of team relationships, creating opportunities to activate the brand across the league’s marquee events and local markets.