NHL signs biggest ever deal 23/02/2011 |
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The National Hockey League (NHL) has signed the biggest corporate sponsorship deal in its history with SABMiller’s MillerCoors and Molson Coors of Canada.
The seven-year agreement, which begins with the 2011/12 season, is thought to be worth $375m.
Molson Canadian will replace Labatt as the official beer of the NHL in both the US and Canada, while Coors will share some of the sponsorship in the US.
The deal comes less than six months before the NHL’s television contracts with Comcast’s NBC and Versus networks are due to expire.
Molson Canadian will be the official sponsor of several marquee NHL events, including the New Year’s Day Winter Classic and February’s All-Star Game. Both events air on NBC.
The NHL will end its contract with Labatt Breweries of Canada in June.
However, Labatt said it had been in negotiations with the NHL over a new contract to run until the 2014 season when the league informed the company it was terminating the relationship.
“We have an agreement with the league and are pursuing all legal remedies available to us to enforce this agreement,” Labatt spokesman Charlie Angelakos said. “We will pursue our case aggressively.”
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