The National Hockey League has named the Boston Beer Company’s Truly Hard Seltzer its official hard seltzer partner in a five-year deal.
The NHL is the latest professional sports league in North America to add a partner in this new sponsorship category. In August, the National Football League named Anheuser-Busch InBev-owned alcoholic seltzer brand Bon & Viv its official hard seltzer sponsor.
As part of the deal, which begins at the start of the 2019-20 season, Truly Hard Seltzer will become the title sponsor of the pre-game fan festivals at the 2020 Bridgestone NHL Winter Classic at Cotton Bowl Stadium in Dallas, Texas, on January 1, 2020, and the 2020 NHL Stadium Series at US Air Force Academy’s Falcon Stadium in Colorado Springs, Colorado, on February 15, 2020.
Truly Hard Seltzer will also gain a presence on the NHL Network, the NHL website and social media channels. It will also receive exposure during broadcasts of NHL tentpole events and throughout the Stanley Cup Playoffs.
In addition to Truly Hard Seltzer, the Boston Beer Company – which is based in Boston, Massachusetts – is also the home of Samuel Adams beer, Dogfish Head beer, Angry Orchard hard cider, and Twisted Tea hard iced tea.