Labatt Breweries of Canada has signed a multi-year agreement with the NHL to make Budweiser an official beer of the NHL in Canada. While financial terms were not disclosed, the deal includes broadcast exposure via digitally enhanced dasherboards, allowing for the digital replacement of arena dasherboards visible during game broadcasts.
The partnership also opens up numerous marketing and promotional opportunities for Labatt, which is owned by Anheuser-Busch InBev. This announcement precedes the Stanley Cup final game between the Edmonton Oilers and the Florida Panthers.(Source:Star)
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