Detroit Red Wings renew Coca-Cola deal

Ice hockey team pen multi-year extension with beverage giant.

Detroit Red Wings renew Coca-Cola deal

The National Hockey League’s (NHL) Detroit Red Wings have announced a multi-year extension of their partnership with Coca-Cola ahead of the team’s move to Little Caesars Arena.

The soft drink brand will be listed as a landmark partner and will serve as the ice hockey franchise’s exclusive beverage provider at their new home, which is scheduled to open in September.

Additionally, Coca-Cola will be the presenting sponsor of the Red Wings’ first ever regular season home game at Little Caesars Arena when they take on the Minnesota Wild on 5th October. The company will also sponsor the ‘Coca-Cola Fan Experience’, an augmented reality activation which will be located on the lower level concourse of the stadium.

The deal marks the continuation of a long-term agreement which also saw Coca-Cola act as the exclusive beverage provider at the Red Wings’ previous home, the Joe Louis Arena.

“We are delighted to have Coca-Cola - one of the world's most recognisable brands and an American favourite - as one of our landmark partners at Little Caesars Arena,” said Tom Wilson, president and chief executive of Olympia Entertainment, the company which owns the Detroit Red Wings.

“We've had a great partnership with them for many years at Joe Louis Arena, and even as far back as Olympia Stadium. The addition of their augmented reality experience is going to provide a fun, creative way for fans to make amazing memories at Little Caesars Arena.”

“Coca-Cola is excited to continue our long-standing partnership with the Detroit Red Wings,” added Matthew Barribeau, president of Coca-Cola’s Michigan market unit. “We see this partnership as a commitment to the ongoing renewal of Detroit.”

The Detroit Red Wings finished 14th in the NHL Eastern Conference in 2016/17, failing to qualify for the season-ending Stanley Cup Playoffs for the first time in 25 years.