Red Wings Renew Partnership

(DETROIT, MI) – The Red Wings and MillerCoors today announced that the venerable organizations’ longstanding partnership agreement will continue through the 2015-16 National Hockey League season. MillerCoors’ relationship with the Red Wings dates back to 1993 and has proven to be one of the most enduring and successful marketing partnerships in all of professional sports throughout its impressive tenure.

“Continuing our strong alliance with the Red Wings was an obvious choice on several fronts,” said Ryan Luckey, MillerCoors director of sports and event marketing. “The team is a perennial power with one of the most loyal fan bases in all of sports. From a marketing perspective, the Red Wings are a great partner that’s proactive in finding ways to help us get the most out of the sponsorship. And it’s a great fit with our brands: Miller Lite is all about encouraging people to ‘taste greatness,’ and Molson Canadian is synonymous with hockey.”

As part of this contract extension, Miller Lite will maintain its status as the Official Domestic Beer of the Red Wings while Molson Canadian will remain the team’s Official Imported Beer. The Miller Lite Party Deck will also continue to be a premium viewing area on the suite level at Joe Louis Arena, with 60 sports fans set to enjoy the thrill-a-minute action of NHL hockey from a first-rate mega-suite at every Red Wings home game for the next half-decade.

“We’re thrilled to continue on with what has been a thoroughly rewarding partnership with MillerCoors, and we look forward to another fantastic five years together,” said Olympia Entertainment President Tom Wilson. 

In addition to featuring a wide variety of marketing initiatives, an exciting new element of the iconic brands’ partnership will include an “Honorary Red Wing” contest. Fans 21 and older will have the chance to win a once-in-a-lifetime day in the life of an NHL player experience. Further details regarding this promotion will be announced at a later date


The Latest Sports News

About the Author

Ian Shalapata
Ian writes for and provides imagery to Square Media Group as well as accepting freelance photographic assignments. In addition, he has contributed to media organizations, sporting groups, and individuals across North America including the Fort Wayne News-Sentinel, Chatham-Kent Sports Network, the Golf Association of Michigan, League 1 Ontario, as well as numerous colleges and universities in Canada and the United States. Email Ian Shalapata