North American ice hockey's top-tier NHL has brought in beer brand Michelob Ultra, an Anheuser-Busch InBev (AB InBev) product, as a new commercial partner.
Through a multi-year tie-up unveiled today, Michelob Ultra becomes an official beer partner of the 32-team league.
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The deal covers not only the NHL regular season, but also the post-season Stanley Cup Playoffs and Finals.
It has been unveiled with the regular 2026 NHL campaign set to get underway on September 29.
The deal will entail the AB InBev brand activating around "select tentpole NHL events" – these will include the Stanley Cup Playoffs and Final, the NHL Winter Classic, and the NHL All-Star and Stadium Series.
Michelob Ultra is already partnered with 18 of the 32 NHL teams, including the current Stanley Cup champions, the Carolina Hurricanes.
Keith Wachtel, president of the NHL Busines arm, commented: "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."
From a commercial point of view, the NHL announced a partnership with food delivery service DoorDash only last week.
San Francisco-headquartered DoorDash becomes the league's official on-demand delivery and pick-up partner.
It has also become the presenting sponsor for all Wednesday night games covered by the Amazon Prime Video streaming service in Canada (both regular-season and Stanley Cup playoff fixtures).
In late June, meanwhile, the league renewed its regional tie-up with IT company Presidio.
Kyle Norrington, AB InBev's chief commercial officer, added: "We’re honored 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.”
For Michelob Ultra, that brand was announced as the first official beer sponsor of golf's DP World Tour, formerly the European Tour, in January.
AB InBev also has a wider deal in place with US golf's top-tier PGA Tour (including not only Michelob Ultra but also a range of its other brands).
