"It draws attention to the fact that we both have extraordinarily powerful brands and relationships, passionate relationships with customers and fans, and [the NYSE] brings it all together," Commissioner Bettman said. "This is a very symbolic place to get the attention of the world."
Kelly, who was part of his first closing bell ringing, echoed that sentiment.
"It's special because for us it personifies how big of a deal this is for us," said Kelly, Anheuser-Busch's VP of partnerships, beer culture and community. "It's important for us to be here at the League level with the Commissioner and everybody else to show our system as well as fans that we're serious about this partnership. This isn't just another partner. We don't normally announce partnerships or do these types of things. We hope this shows we're committed to the fans and the sport itself."
Anheuser-Busch has local partnerships with 24 NHL teams, but the global agreement with the League expands its reach and includes opportunities at all major NHL events, including the 2020 Bridgestone NHL Winter Classic between the Nashville Predators and Dallas Stars at Cotton Bowl Stadium in Dallas on Jan. 1.
In addition, Anheuser-Busch will be present across the NHL's broadcast and digital platforms.
"What we're most excited about is in addition to the 24 teams that A-B has relationships with we now have an opportunity to activate together around our big events, around the [Stanley Cup] Playoffs, around the Stanley Cup," Commissioner Bettman said. "They activate magnificently and, more importantly, effectively. For us to be doing it together is great for both of our brands."