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Labatt signs new NHL sponsorship

Labatt Breweries of Canada has signed a new sponsorship agreement with the National Hockey League. Through this multi-year deal, Budweiser will be named an official beer of the league in Canada, while Mike's Harder Sparkling Water will be named an “official hard drink” of the league in Canada. The sponsorship will include brand participation in NHL events including the Winter Classic, All-Star Weekend, Stanley Cup Playoffs and Stanley Cup Final. The deal is part of a broader North American sponsorship by Anheuser-Busch of the NHL, which includes Bud Light becoming an official beer of the league in the US.

“In Canada, Budweiser has supported hockey and its fans for years and we're excited and honoured to take our love for the game to the next level as an official partner of the NHL,” said Todd Allen, vice-president of marketing at Labatt. “To continue to elevate the fan experience, we're also bringing along the newest addition to our roster, Mike's Harder Sparkling Water, and we're eager for hockey fans to learn more about the brand.”

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