February 23rd, 2011
N.H.L. Gets Boost With a Nearly $400 Million Beer Deal
New York Times
The N.H.L. often boasts about improving business measures like higher TV ratings, increased use of its Web site and the success of the annual Winter Classic.
Another area where the league has bettered itself — corporate sponsorships — is receiving a significant boost in a new beer deal with MillerCoors in the United States and Molson Coors in Canada worth nearly $400 million over seven years. It is the biggest corporate sponsorship in N.H.L. history.
It is more than twice as much as what the incumbent sponsors, Anheuser-Busch in the United States and Labatt in Canada, which are owned by Anheuser-Busch InBev, will have paid through this season.
“Hockey and beer go together,” said Andy England, the executive vice president and chief marketing officer of MillerCoors. “Hockey fans are big beer drinkers. In fact, we have data that shows hockey fans are the biggest beer drinkers of any major sports league.”