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Molson Coors, NHL announce multi-year Canadian partnership

Beverage giant Molson Coors and the National Hockey League have announced a multi-year extension of their partnership, continuing Molson Canadian’s long-standing position as an official beer of the league in Canada.

The deal gives Molson Canadian national rights in Canada to activate throughout the NHL regular season and across all major NHL tentpole events including the Heritage Classic, All-Star Weekend, Stanley Cup Playoffs and Stanley Cup Final. Terms were not disclosed.

Fans across Canada will also see the partnership come to life through multiple touchpoints with retail and on-premise activations. Beginning in March, ice hockey fans will have the chance to win a trip for five to the 2020 Stanley Cup Final courtesy of Molson Canadian’s new ‘Score For Your Team’ campaign.

Molson Coors currently has partnerships with 14 different NHL teams, including the Toronto Maple Leafs, Montreal Canadiens, Edmonton Oilers and Ottawa Senators.

Last month Anheuser-Busch and Canadian subsidiary Labatt announced a multi-year, multi-faceted partnership with the NHL, which named Bud Light an official beer of the league in the US and Budweiser an official beer partner in Canada. Additionally, in Canada the agreement includes Flavoured Malt Beverages and Ready-To-Drink Beverages Categories, with Mike’s 0g HARDer Sparkling Water becoming a lead brand in the partnership.

In September, the NHL named the Boston Beer Company’s Truly Hard Seltzer its official hard seltzer partner in a non-exclusive five-year deal.