NEW YORK -- Michelob ULTRA, America’s #1 top-selling and fastest-growing beer, is becoming an Official Beer Sponsor of the National Hockey League (NHL) in the United States as Anheuser-Busch (NYSE: BUD), a leading American manufacturer, the nation’s top brewer and one of the fastest-growing spirits companies, today announced a multiyear partnership with the League.
Michelob ULTRA will connect with fans through the moments that make hockey one of the most exciting sports in the world. The partnership builds on the brand’s impressive sports portfolio and its increased presence in the hockey landscape. In addition to its position as an official beer sponsor of the League, Michelob ULTRA will also be an Official Beer Sponsor of the Stanley Cup Playoffs and Stanley Cup Final.
Kyle Norrington, Chief Commercial Officer, Anheuser-Busch said: “The NHL remains one of the country’s fastest-growing leagues, making it a perfect partner for America’s #1 and fastest-growing beer: Michelob ULTRA. We’re honored to add the NHL to Anheuser-Busch’s iconic portfolio of sports partnerships, bringing hockey fans across America closer to the League’s superior moments on and off the ice for years to come.”
Keith Wachtel, President, NHL Business said: "The NHL is focused on partnering with best-in-class organizations that share our commitment to long-term growth and fan engagement. Anheuser-Busch and Michelob ULTRA have consistently demonstrated the ability to build impactful sports marketing programs at scale, and we are excited to work together to unlock new opportunities across the League, our Clubs and our marquee events."
Through the sponsorship, Michelob ULTRA will activate around tentpole NHL events, including the Stanley Cup Playoffs and Stanley Cup Final, the NHL Winter Classic, NHL All-Star and NHL Stadium Series. Michelob ULTRA will also continue its existing sponsorship of 18 teams across the NHL, including the reigning Stanley Cup Champion Carolina Hurricanes and multiple iconic Original Six franchises, including the Boston Bruins, Chicago Blackhawks, Detroit Red Wings and New York Rangers. Michelob ULTRA and select team partners will also produce limited-edition team packaging for the upcoming season featuring the iconic team logos.
Hockey has become a pivotal part of the sports portfolio for Michelob ULTRA, a brand synonymous with some of the most iconic moments in professional sports. From celebrating the legacy of the ‘Miracle on Ice’ to supporting USA Hockey’s gold medal runs at the Olympic and Paralympic Winter Games Milano Cortina 2026, the brand has seen firsthand the passion that surrounds the sport. Hockey’s combination of competition, celebration and fan passion makes it a natural extension of the brand’s sports platform.
The sponsorship adds another pillar to Michelob ULTRA’s longstanding “Superior Access” platform, a centralized fan experience hub that makes everyone feel like an insider by offering money-can’t-buy experiences. Michelob ULTRA “Rinkside” will join the brand’s professional basketball (Courtside), soccer (Pitchside), golf (Greenside) and active living experiences, providing fans 21+ with opportunities to receive tickets, merch and more.
For over 20 years, Michelob ULTRA has been synonymous with championing an active lifestyle, encouraging social athletes to give it their all, whether it’s their first time on the ice, court, field – or they’re playing to fill the trophy cabinet. The brand has showcased that point of view on the biggest stages in sports via premier sponsorships that include the NBA, FIFA World Cup™, the Olympic and Paralympic Games Paris 2024, Milano Cortina 2026, and LA28 and the PGA TOUR – keeping Michelob ULTRA at the forefront of fan engagement and delivering exclusive access to the moments fans love the most.
The National Hockey League joins Anheuser-Busch’s roster of premier partners across the sports and entertainment landscape, including the NFL, NBA, MLB, PGA TOUR and more. These partnerships allow the #1 fastest-growing alcohol supplier to continue its commitment to enhancing the gameday experience for fans, bringing them closer to the teams and leagues they love whether spending gameday at home, at the arena or at the bar.
