Soft drinks giant Coca-Cola has signed a multi-year deal to become a landmark-level partner of Little Caesars Arena, the new home of the Detroit Red Wings NHL ice hockey franchise.

Coca-Cola served as the official beverage provider at Joe Louis Arena, the Red Wings’ former ground, for 38 years and has now backed the team’s move to a new home.

The company has been named as the presenting sponsor for the Red Wings’ opening home game of the 2017-18 NHL season against Minnesota Wild on October 5, which will mark the first sporting event to be held at Little Caesars Arena.

The new deal names Coca-Cola as the exclusive beverage provider of the Red Wings and Little Caesars Arena, and Detroit’s Fox Theatre and Hockeytown Cafe.

The company will also be the presenting sponsor of the Coca-Cola Fan Experience, a new augmented reality experience that will be situated on the new arena’s lower-level concourse. The initiative will allow fans to view themselves alongside Red Wings players on a large video wall, providing a picture opportunity for supporters as they enter the arena.

In addition, Coca-Cola will be the featured brand on several arena concession stands.

The 20,000-seat arena will also serve as the home of NBA basketball franchise the Detroit Pistons.

Image: Rick Briggs