Labatt will gain exposure through Digitally Enhanced Dasherboards (DED) as part of the partnership. DED is used for dynamic advertising during NHL regular season and Stanley Cup Playoffs games broadcast on Rogers Sportsnet and Prime Monday Night Hockey on Prime Video in Canada. This system digitally replaces

The new partnership offers Labatt various marketing and trade promotion opportunities, mainly driven by the Budweiser brand. This will link Budweiser with the NHL and its fans through Labatt’s retail-partner network and the NHL’s extensive marketing, digital, and social media channels. Additionally, Budweiser-focused activities will be featured at NHL events like the NHL Heritage Classic, reinforcing the brand's dedication to enhancing hockey fans’ experience and uniting Canadians in support of the sport.

Brands mentioned:

• Brand: Labatt
• Property/ Rights Holder: NHL
• Agency:

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