Sponsors back Detroit Red Wings for move to new arena

NHL ice hockey franchise the Detroit Red Wings has agreed a sponsorship deal with Huntington Bank and expanded its association with Canadian beer brand Labatt Blue, with both companies having also been named as landmark-level partners of Little Caesars Arena, the team’s new home facility.

Labatt will have a branded Labatt Blue Zone bar on the main concourse at Little Caesars Arena as part of its new multi-year agreement with the Red Wings. Labatt will also serve as the team’s official and exclusive Canadian import beer.

The brand, which partnered with the Red Wings earlier this season, will also hold sponsorship rights to the Labatt Blue Club in the north end of the arena, which is scheduled to open in September.

To celebrate the new partnership, the Red Wings will host a Labatt Blue Night at Joe Louis Arena, the club’s current home, on Friday night during the game against the Tampa Bay Lightning. The event will include giveaways and fan engagement initiatives.

Meanwhile, Huntington Bank will serve as the official consumer banking partner of the Red Wings and will assume naming rights for the new arena’s northwest entrance.

Huntington will also brand the Little Caesars Arena Legends Club, where it will have ATM exclusivity. In addition, the company will sponsor the Huntington Bank Red Patrol, a group of brand ambassadors that will help enhance the game day experience at Little Caesars Arena.

The new deals were brokered by Olympia Entertainment, which manages the Red Wings and Little Caesars Arena. As well as Red Wings games, the 20,000-capacity Little Caesars Arena will host entertainment shows, concerts and community functions.