Canadian beer brand Labatt Blue has become the latest company to sign up as a ‘landmark partner’ of the Little Caesars Arena, the under-construction new home of US-based NHL ice hockey franchise the Detroit Red Wings.

Labatt Blue will have a branded bar on the main concourse inside the venue, as well as sponsorship rights to a VIP club facility in the north end of the arena.

In addition, Labatt Blue will serve as the official and exclusive Canadian import beer of the Detroit Red Wings.

Scheduled to open in September 2017, Little Caesars Arena, which will cost $732.6 million to construct, will succeed both Joe Louis Arena and The Palace of Auburn Hills as the homes of the Detroit Red Wings.

“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,” Labatt Blue brand manager Lisa Texido said.

“Partnering with the Detroit Red Wings provides a great opportunity to connect with some of the most passionate fans during the games.”

Tom Wilson, president and chief executive of Olympia Entertainment, owner of the Little Caesars Arena and Red Devils, added: “Labatt Blue’s long-standing commitment to the sport of hockey will be a solid platform for our partnership as we develop exciting new initiatives together.”

The agreement comes after Olympia Entertainment this week also revealed that US regional banking company Huntington Bank had signed a deal to become a landmark partner of the arena.