NHL toasts new sponsorship

The Boston Beer Company’s Truly Hard Seltzer has been confirmed as an official partner of the National Hockey League (NHL).

The five-year agreement partnership commences at the start of the 2019-20 NHL regular season, the new marks the first national sports league partnership for The Boston Beer Company.

Throughout the NHL regular season, Stanley Cup Playoffs and Stanley Cup Final, Truly Hard Seltzer will receive exposure to NHL fans in numerous ways, including the opportunity to try new flavors as they are released.

Dave Burwick, CEO of The Boston Beer Company commented: “As the official hard seltzer of the NHL, we’re offering the best-tasting hard seltzer to the greatest sports fans out there.

“As a category leader, we’re seeing record demand for Truly year-round, not just during the summer months.  Many NHL fans are already Truly drinkers and that’s why this partnership is a natural fit heading into fall. NHL fans can cheer on their favourite team with a refreshing Truly in hand at a game or watching from home or a bar with friends.”

In addition, Truly Hard Seltzer will be a part of fan experiences as the title sponsor of the Truly Hard Seltzer NHL PreGame fan festival at the 2020 Bridgestone NHL Winter Classic at Cotton Bowl Stadium and the 2020 NHL Stadium Series at U.S. Air Force Academy’s Falcon Stadium.

Keith Wachtel, NHL Chief Business Officer and Executive Vice President added on the partnership: “As the beer category continues to evolve, we’re thrilled to become the first national sports league partner of The Boston Beer Company. With a thriving business across multiple categories, they are an ideal partner to engage with our avid fan base. We’re excited to develop fun and unique activations across their portfolio of brands.”

In addition to Truly Hard Seltzer, The Boston Beer Company is also the home of Samuel Adams beer, Angry Orchard hard cider and Twisted Tea hard iced tea, and Dogfish Head beer, giving more opportunities to appeal to and engage the NHL’s fanbase.

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