Industry News

Little Caesars Arena signs energy drink partner

Energy drinks brand Uptime has agreed a partnership deal with Little Caesars Arena in the US city of Detroit.

The agreement with Olympia Entertainment, operator of the venue, means Uptime will be the exclusive energy drinks brand sold at the arena, which recently completed its inaugural season as the new home of NHL ice hockey team the Detroit Red Wings.

Uptime claims it is the fastest-growing energy drink brand in the US and continues to expand its sales footprint within the Detroit market, securing over 800 local retailer partnerships.

“We’re thrilled to expand our presence in the Detroit market past baseline retail partnerships and really become a part of the city,” Uptime chief executive Ben Kim said. “The partnership with Little Caesars Arena and the Red Wings will grow and evolve along with the remarkable developments happening in Detroit’s downtown and midtown areas.”

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