The Detroit Red Wings has announced that Meijer, a Michigan-based grocery firm, will serve as the club’s new Helmet Entitlement Partner, and will have its branding featured across home, away and practice helmets.
Beginning with the NHL Prospect Tournament in Traverse City this week, Meijer branding will be positioned on the left and right sides of the helmet with further decals continuing to be seen at Little Caesars Arena.
Peter Kent, Senior Vice President of Corporate Partnerships at Detroit Red Wings, commented: “We’re thankful to our friends at Meijer for their recently expanded partnership, and for a company with such deep-rooted Michigan ties to be featured on the classic Red Wings helmets.
“We look forward to furthering our community-based partnership with Meijer for many years to come.”
To mark the start of the partnership, the duo have stated that 10,000 fans who enter Little Caesars Arena for the Saturday, Dec. 18 game against the New Jersey Devils will receive a Holiday ornament that is a replica of the Red Wings helmet with the Meijer logo.
Furthermore, a donation of $200 to Meijer’s Simply Give program will be given for every goal scored during the next season.
Cathy Cooper, Senior Director of Partnerships & Giving for Meijer noted: “Our longstanding relationship with the Red Wings continues to grow because we share the important vision of leveraging our collective efforts to support and enrich local communities. We’re very glad this opportunity became available to us.”
The Red Wings, Detroit Tigers and Meijer will also once again participate in the Hometown Holiday Assist program, supporting Detroit families and local non-profit organizations in need during the holiday season.
Betting operator Pointsbet has also gained brand recognition through the team – in its choice of official gaming partner. This saw the Red Wings rebrand the Sports and Social Detroit at the stadium as the PointsBet Sports Bar.