Mar 21, 2017


Labatt Blue becomes official and exclusive Canadian import beer of the Detroit Red Wings; Partnership includes naming rights in bars and clubs in Little Caesars Arena; Celebration of partnership to kick off with fan event on Friday, March 24 at Joe Louis Arena

DETROIT – The Detroit Red Wings today announced that Labatt Blue, a pilsner beer imported from Canada, has signed on as a Landmark-level partner and will become the team’s official and exclusive Canadian import beer. As a Landmark partner at Little Caesars Arena, Labatt will have a branded Labatt Blue Zone bar on the main concourse, as well as sponsorship rights to the Labatt Blue Club located in the north end of Little Caesars Arena. Labatt Blue began its partnership this season and is currently the official Canadian beer of the Detroit Red Wings.

To celebrate the multiyear partnership, the Detroit Red Wings will host a Labatt Blue Night at Joe Louis Arena on Friday night, March 24 when the team takes on the Tampa Bay Lightning. This fan event will include:

  • A giveaway for first 7,500 fans 21 years old and over-- a 4x6 magnet replica of the Detroit Red Wings/Labatt Blue wall mural painted earlier this year by world renowned sports artist David Arrigo.
  • A visit from The Labatt Bear, who will take pictures with fans, do a t-shirt toss and offer a chance for fans 21 and over to win some additional Labatt Blue prizes.
  • One lucky fan attending the game will have a chance to upgrade their tickets to the lower bowl, courtesy of Labatt Blue. Keep an eye on the Detroit Red Wings Twitter account for details.

“Hockey fans know that Labatt Blue has a deep history with the game. For more than 75 years, Labatt has been enjoyed by people in Detroit and throughout the state of Michigan and is currently the number one import beer in the state. Partnering with the Detroit Red Wings provides a great opportunity to connect with some of the most passionate fans during the games,” said Lisa Texido, brand manager, Labatt Blue.

“We are delighted to have Labatt Blue as a new partner for the Farewell Season at The Joe and as one of our Landmark Partners at Little Caesars Arena,” said Tom Wilson, president and CEO of Olympia Entertainment. “Their long-standing commitment to the sport of hockey will be a solid platform for our partnership as we develop exciting new initiatives together.” 


About Labatt USA

Labatt USA, headquartered in Buffalo, New York, imports Labatt Blue and Labatt Blue Light from Canada. With a clean, refreshing taste, distinct hop aroma, good balance, fruity character and a slightly sweet taste, Labatt Blue has become the premier Canadian pilsner in the Great Lakes region, and in expansion markets across the United States.

First brewed in Canada in 1847, Labatt continues to carry on the tradition and heritage of the great outdoors. Labatt Blue is America’s top-selling Canadian beer and has a long history with hockey. It has been sold in Michigan since 1940.

About Little Caesars Arena

Home to the Detroit Red Wings, the Detroit Pistons, and other sports and entertainment events, concerts, family shows and community functions, the new Little Caesars Arena will feature a dramatic arena bowl, proximity to the action and great sight lines. Rich with the tradition of the Original Six™ Detroit Red Wings, the Detroit Pistons and Detroit’s incredible musical heritage, Little Caesars Arena will also feature state-of-the-art technology and fan amenities. Little Caesars Arena, the crown jewel of the 50-block revitalization project known as The District Detroit, will open in the fall of 2017, and it’s going to deliver amazing experiences.