Mexican beer brand Modelo has signed up as the official and exclusive import beer of the Seattle Kraken and the NHL ice hockey franchise’s Climate Pledge Arena.
The deal will see the opening of two Modelo-branded bars within the arena, as well as a brand presence at the Kraken Training Centre’s bar and restaurant.
A special edition mobile game is also set to be released to mark the partnership.
The deal represents the largest such NHL agreement sealed so far by Modelo’s parent company, Constellation Brands, which is hoping to drive expansion of the brand across the greater Seattle area, with more than 1.5 million people from the Hispanic community living across the wider Pacific Northwest region.
Tod Leiweke, the team’s CEO, said: “We take pride in building real and impactful connections with our communities, which is why this partnership with Modelo is so exciting. I look forward to continuing elevating the voices of our Latinx community and feeling their presence at the Modelo Cantina branded bars in the arena.”
The two parties will build upon a previous collaboration, with Modelo having played a leading role in promoting the Kraken’s Hispanic Heritage Month celebrations last year.
Rene Ramos, vice-president at Constellation Brands, added: “Modelo is all in as a partner of the Seattle Kraken in their inaugural season, providing multiple ways for consumers to engage with their hometown team through digital, social, retail and, of course, a chance to cheers victory in the Modelo Cantina branded bar in Climate Pledge Arena.”
Due for completion in October, Climate Pledge Arena is a complete redevelopment of the former KeyArena on the Seattle Center campus, led by Oak View Group (OVG).
The Kraken and OVG in March signed up Coors Light as the official domestic beer partner, and Hop Valley Brewing Company as the official craft beer partner, of the team and its 18,100-seat venue.
Image: Seattle Kraken