National Hockey League (NHL) team Detroit Red Wings have announced a multi-year partnership with Anheuser-Busch.
As part of the deal, the brewing company will receive naming rights in three areas of Little Caesars Arena, where the Red Wings will play their home games from next season.
Anheuser-Busch will sponsor the venue’s Budweiser Biergarten, the main concourse Goose Island Pub, as well as the Bud Light Upper Concourse Bar. Bud Light will also be the official domestic beer of the Detroit Red Wings.
“Having a partner like Anheuser-Busch at Little Caesars Arena is such an enormous asset for our venue," said Tom Wilson, president and chief executive of team owner Olympia Entertainment. “Fans and visitors will love the Budweiser Biergarten, as it will extend their experience outside for a show or a game. And we envision the Goose Island Pub and the Bud Light Upper Concourse Bar as two of the most popular areas in the building. I have no doubt they're going to be fan favourites.”
Kevin Feehan, regional vice president at Anheuser-Busch, added: “We are pleased to extend our partnership with the Detroit Red Wings in their new world class arena. Both the Red Wings and arena will play a prominent role in our plans to bring unique brand experiences to the great fans in hockey town, USA.”
The Detroit Red Wings missed out on the 2016/17 play-offs in the NHL, North America’s elite ice hockey competition, after finishing eighth in the Atlantic Division.
The Little Caesars Arena is set to open in September and will also host the National Basketball Association’s (NBA) Detroit Pistons as well as other sport and entertainment events.