The Seattle Kraken and Oak View Group (OVG) have signed Coors Light as the official domestic beer partner, and Hop Valley Brewing Company as the official craft beer partner, of the NHL ice hockey expansion team and its Climate Pledge Arena.

The fan engagement focused partnership will provide both Coors Light and local Hop Valley beverages to guests throughout the arena. The 18,100-seat multi-purpose arena located at Seattle Center is currently undergoing a full redevelopment under the historic landmark roof designed by renowned architect Paul Thiry, with the Kraken set to make its NHL debut at the venue in 2021-22.

The partnership includes two Coors Light branded bars inside Climate Pledge Arena, in-game and community fan activations and Coors Light’s Silver Seats, which include cupholders with Coldr technology ensuring that a drink remains cool.

The bars are intended to be a premier destination for fans to engage with the brand and purchase Coors and Hop Valley products. While the partnership brings national momentum for Molson Coors, which agreed a partnership last year with Allegiant Stadium, the new home of the NFL’s Las Vegas Raiders, the company’s local Pacific Northwest ties run deep.

The branded bars will feature Kraken and Climate Pledge Arena inspired art murals created by Seattle-based artist, Jeff Jacobson, who is also known as ‘Weirdo’. A previous collaborator with Coors, Weirdo will create art in his unique style that aims to capture both the spirit of the Pacific Northwest and the Coors brand. Additionally, Hop Valley Brewing, a growing craft brewery based in Eugene, Oregon, will be sourcing hops from a local farm in Yakima, Washington. 

Molson Coors is a leader in innovation and sustainability efforts in the beverage industry, championing one of the first consumer-led recycling campaigns in 1970. This will align with the sustainability goals of Seattle Kraken and Climate Pledge Arena, which will be the first net zero carbon arena in the world when it opens in autumn 2021.

“Climate Pledge Arena is the ideal place to expand Coors Light’s already-impactful presence in Seattle,” said Chris Steele, director of marketing at Molson Coors. “We’re looking forward to giving fans the chance to enjoy NHL games and live concerts from multiple vantage points in the arena.

“However, the most unique part of this opportunity lies in Climate Pledge Arena’s strident commitment to sustainability, with goals that compliment Coors Light’s own plans for the future.”

The Molson Coors and Hop Valley announcements come just days after Climate Pledge Arena furthered its ambition to be a net zero carbon facility by agreeing a partnership with renewable energy infrastructure fund Excelsior Energy Capital and solar energy systems developer Unico Solar Investors.

The deal has been signed with arena developer OVG and the Kraken. It will lead to the installation of onsite solar arrays.

Tod Leiweke, CEO of the Seattle Kraken, said: “The Coors Light bars in Climate Pledge Arena will be the embodiment of the Pacific Northwest and the team and we are looking forward to seeing them come to life as a place for fans to gather and cheer on the Kraken.”

Image: Jack Morton Worldwide