Budweiser and the National Hockey League Players’ Association (NHLPA) have agreed a new multi-season partnership to help bring fans closer to the sport and its players.
The global beer brand will work with the NHLPA to create more experiential touch points between hockey fans and professional players.
The new partnership began with a television advert on June 8. It showed the family of Canadian Drew Doughty, who plays for NHL team the Los Angeles Kings, cheering him on and celebrating a goal with a Budweiser Red Light.
Both the NHLPA and Budweiser have confirmed additional executions will take place over the coming months.
Kyle Norrington, marketing director of Budweiser Canada, said: “Budweiser has a long-term commitment to supporting hockey at all levels from coast-to-coast and our partnership with the NHLPA allows us to extend our passion for hockey to include the best players in the world.”