Michelob ULTRA becomes an official NHL beer sponsor in U.S.

Michelob ULTRA is now an Official Beer Sponsor of the NHL in the United States, part of a multiyear partnership between the League and Anheuser-Busch announced Thursday. The brand also becomes an Official Beer Sponsor of the Stanley Cup Playoffs and the Stanley Cup Final.

The deal gives Michelob ULTRA activation rights around the League's marquee events, including the Winter Classic, NHL All-Star and the Stadium Series. It also keeps in place the brand's existing sponsorships with 18 NHL clubs, a group that includes the reigning Stanley Cup champion Carolina Hurricanes along with the Boston Bruins, Chicago Blackhawks, Detroit Red Wings and New York Rangers. Michelob ULTRA and select team partners will produce limited-edition packaging with team logos for the upcoming season.

"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," Anheuser-Busch chief commercial officer Kyle Norrington said in the announcement.

Keith Wachtel, President, NHL Business, framed it as a scale play. "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," he said.

The brand is adding a hockey arm, called "Rinkside," to its existing "Superior Access" fan platform, which already runs Courtside, Pitchside and Greenside offerings in basketball, soccer and golf. Fans 21 and older will be eligible for tickets and merchandise through it.

Michelob ULTRA's recent hockey presence included support of USA Hockey at the Olympic and Paralympic Winter Games Milano Cortina 2026. The NHL joins an Anheuser-Busch sponsorship roster that also features the NFL, NBA, MLB and PGA TOUR.