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Coca-Cola reaffirms Red Wings commitment ahead of arena move

Soft drinks giant Coca-Cola has extended its long-running partnership with the Detroit Red Wings ahead of the NHL ice hockey team’s move to Little Caesars Arena.

Coca-Cola has signed on as a landmark-level partner of the arena, which the Red Wings will move into at the start of the 2017-18 NHL season.

The company will also serve as the presenting sponsor of the Red Wings’ first game at the arena against Minnesota Wild on October 5.

Coca-Cola will be the exclusive beverage provider of the Red Wings, Little Caesars Arena, and Detroit’s Fox Theatre and Hockeytown Cafe venues.

Coca-Cola will also be the presenting sponsor of the Coca-Cola Fan Experience, an augmented reality activation that will be based on the lower-level concourse of Little Caesars Arena. Fans walking through the area will see themselves projected on to a large video wall alongside up to four Red Wings players. Coca-Cola will also be the featured brand on several arena concession stands.

Furthermore, Coca-Cola will continue to sponsor the ‘Detroit Red Wings Experience’, a year-round travelling interactive program where fans can test their hockey skills, take part in activities and enter competitions to win club merchandise and tickets.

Coca-Cola served as the exclusive beverage provider of the Red Wings’ former home, Joe Louis Arena.

Little Caesars Arena will also be the home of Detroit’s NBA basketball team, the Pistons.