Labatt USA Signs Five-Year Sponsorship with Detroit Red Wings
Labatt USA extended its current partnership with the Detroit Red Wines through the end of 2025-26 NHL season. The agreement solidifies the rights for Labatt to use Red Wings logos and marks on all primary and secondary packaging, full branding rights at Little Caesars Arena, and 30 seconds of each period will feature Labatt for viewers at the game or at home.
"Red Wings hockey means so much to Detroit and Labatt beer drinkers," said Corey Berger, associate brand manager, Labatt. "We're really excited about the synergy with this continued partnership and future opportunities for even more alignments between the Red Wings and Labatt."
Additionally, Labatt Blue unveiled its limited-edition Detroit Red Wings packaging just ahead of the 2022-23 season. This fall, hockey enthusiasts and fans of the brand can pick up a 24-pack of 12 oz cans of Detroit Red Wings Labatt Blue and Labatt Blue Light at major retail locations throughout Michigan. Individual 16 oz cans will be available at convenience stores and Little Caesars Arena starting in November.
"This promo pack enables us to connect fans to their favorite team while they're pre-gaming, at the arena watching the live hockey action or cheering from their couch," said Berger.
A QR code on the outside package directs consumers to a Labatt Team Fan page, where fans can enter for a chance to win a pair of tickets to a Red Wings home game this season. Eight winners will be selected randomly. Over the last few years, Labatt has created custom NHL cans for teams including the Buffalo Sabres, Pittsburgh Penguins and the Philadelphia Flyers. "The team designs are unique making these cans collectible," said Berger.