The National Hockey League and Michelob ULTRA have entered into a new multiyear partnership focused exclusively on the United States market. The collaboration aims to integrate the beer brand into NHL events, marketing campaigns, and fan experiences across the country. Fans can expect expanded promotional opportunities and exclusive content tied to hockey, reflecting the growing intersection of sports and beverage sponsorships. Details on specific activations and in-arena initiatives are expected to be revealed in the coming months.

NHL, Michelob ULTRA announce multiyear partnership in United States  NHL.com