NHL ice hockey franchise the Detroit Red Wings has signed US brewing company Anheuser-Busch as a landmark-level partner of Little Caesars Arena, the team’s new home stadium.
Under the multi-year agreement, Anheuser-Busch will have naming rights for three areas of the venue, including Budweiser Biergarten, the main concourse Goose Island Pub and the Bud Light upper concourse bar.
Budlight will also be the Red Wings’ official domestic beer.
The Budweiser Biergarten gathering space will be accessible for ticketed events just outside the northwest entrance. It will also serve as the premier private event venue, with a glass-enclosed pavilion bar with a retractable roof to accommodate events year-round.
The Goose Island Pub is just inside the main level concourse, featuring a wide range of beverages.
The Bud Light upper concourse bar is one of Little Caesars Arena’s special features that allows fans to look out over the Via shopping walkway.
Anheuser-Busch is one of six landmark partners joining Little Caesars Arena, including Labatt, which was announced as the official Canadian import beer of the Red Wings in a five-year deal, US superstore Meijer, Comercia Bank, St. Joseph Mercy Healthcare and Huntington Bank.
“Having a partner like Anheuser-Busch at Little Caesars Arena is such an enormous asset for our venue,” said Tom Wilson, president and chief executive of Olympia Entertainment, which owns and operates the Red Wings and the arena.
“Fans and visitors will love the Budweiser Biergarten, as it will extend their experience outside for a show or a game. And we envision the Goose Island Pub and the Bud Light Upper Concourse Bar as two of the most popular areas in the building. I have no doubt they’re going to be fan favourites.”
Kevin Feehan, region vice president at Anheuser-Busch, added: “We are pleased to extend our partnership with the Detroit Red Wings in their new world-class arena. Both the Red Wings and arena will play a prominent role in our plans to bring unique brand experiences to the great fans in Hockey Town, USA.”
Little Caesars Arena, which is set to open in September, cost $635m (€575m/£493m) for Olympia Development to build with public funding support. The arena has a 22,000 capacity, with 20,000 being used for ice hockey games.
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