• by Tanya Gazdik , September 24, 2026

Michelob Ultra and the National Hockey League are entering into a multiyear partnership.

The deal makes Michelob Ultra an official beer sponsor of the NHL.

Michelob Ultra will activate around tentpole NHL events, including the Stanley Cup Playoffs and Stanley Cup Final, the NHL Winter Classic, NHL All-Star and NHL Stadium Series.

Michelob Ultra will also continue its existing sponsorship of 18 teams across the NHL, including the reigning Stanley Cup Champion Carolina Hurricanes and multiple iconic Original Six franchises, including the Boston Bruins, Chicago Blackhawks, Detroit Red Wings and New York Rangers.

Michelob Ultra and select team partners will also produce limited-edition team packaging for the upcoming season featuring the iconic team logos.

The NHL has seen fast growth in terms of sponsorship. The hockey league is up 10% year-over-year and 26% over a two-year period to $1.7 billion, according to SponsorUnited.

The fastest-growing categories for the NHL include healthcare, construction/industrial, food products and transportation, beverage-alcohol and business services.

Anheuser Busch's previous U.S. NHL deal expired after the 2021-22 season. 

Labatt Breweries of Canada and the NHL announced a multiyear Canadian partnership in 2024, which includes Budweiser becoming an official beer of the NHL in Canada.

The U.S. deal was attractive because the NHL is one of the country’s fastest growing leagues, says Kyle Norrington, chief commercial officer, Anheuser-Busch.

Anheuser-Busch and Michelob Ultra have consistently demonstrated the ability to build impactful sports marketing programs at scale, says Keith Wachtel, president, NHL Business. 

"The NHL is focused on partnering with best-in-class organizations that share our commitment to long-term growth and fan engagement,” Wachtel says in a release.

The NHL joins Anheuser-Busch’s roster of partners across the sports and entertainment landscape, including the NFL, NBA, MLB and PGA Tour.

The sponsorship adds another pillar to Michelob Ultra’s “Superior Access” fan experience hub. Michelob Ultra  “Rinkside” will join the brand’s professional basketball (Courtside), soccer (Pitchside) and golf (Greenside) programs, providing fans with opportunities to receive tickets, merch and experiences.