Michelob ULTRA and National Hockey League Announce Multiyear Partnership

Michelob ULTRA NHL Partnership:

Official NHL beer sponsor is expanding its presence in professional sports with a major multiyear partnership with the National Hockey League (NHL), becoming an Official Beer Sponsor of the League in the United States. The agreement between Michelob ULTRA and the NHL brings one of America’s leading light beer brands into some of hockey’s most-watched events, including the Stanley Cup Playoffs and Stanley Cup Final. The partnership further expands Anheuser-Busch’s extensive sports sponsorship portfolio and builds on Michelob ULTRA’s growing involvement in professional and international hockey.

The new Michelob ULTRA NHL Partnership agreement will provide Michelob ULTRA with a prominent presence across the League’s marquee events, including the NHL Winter Classic, NHL All-Star and NHL Stadium Series. The brand will also continue its existing sponsorship agreements with 19 NHL teams, including the reigning Stanley Cup Champion Carolina Hurricanes and Original Six franchises such as the Boston Bruins, Chicago Blackhawks, Detroit Red Wings and New York Rangers. Limited-edition team packaging featuring official NHL team logos is also planned for the upcoming season, extending the partnership into retail.

The collaboration introduces Michelob ULTRA Rinkside, a hockey-focused addition to its existing Superior Access fan experience platform, which includes activations across basketball, soccer, golf and active living. Through exclusive experiences, tickets, merchandise and event opportunities for eligible fans aged 21 and older, Michelob ULTRA aims to strengthen its connection with hockey audiences. The agreement also reflects the brand’s broader commitment to sports, following its involvement with USA Hockey, the Olympic and Paralympic Winter Games and other major sporting events.

The following press release provides additional details about the multiyear partnership, planned NHL activations and Michelob ULTRA’s expanded role in professional hockey.

America’s #1 top-selling and fastest-growing beer, becomes an Official Beer Sponsor of the NHL in the U.S., Stanley Cup Playoffs and Stanley Cup Final

Key Facts:

• -Michelob ULTRA and the National Hockey League (NHL) have announced a multiyear partnership that showcases America’s #1 top-selling and fastest-growing beer as an Official Beer Sponsor of the NHL.
• -Through the sponsorship, Michelob ULTRA will activate around tentpole NHL events, including the Stanley Cup Playoffs and Stanley Cup Final, the NHL Winter Classic, NHL All-Star and NHL Stadium Series.
• -The NHL joins Anheuser-Busch’s iconic roster of premier partners across the sports and entertainment landscape allowing the #1 fastest-growing alcohol supplier to continue its commitment to enhancing the gameday experience for fans.

NEW YORK, NY – SEPTEMBER 24, 2026 – Michelob ULTRA, America’s #1 top-selling and fastest-growing beer, is becoming an Official Beer Sponsor of the National Hockey League (NHL) in the United States as Anheuser-Busch (NYSE: BUD), a leading American manufacturer, the nation’s top brewer and one of the fastest-growing spirits companies, today announced a multiyear partnership with the League.

Michelob ULTRA will connect with fans through the moments that make hockey one of the most exciting sports in the world. The partnership builds on the brand’s impressive sports portfolio and its increased presence in the hockey landscape. In addition to its position as an official beer sponsor of the League, Michelob ULTRA will also be an Official Beer Sponsor of the Stanley Cup Playoffs and Stanley Cup Final.

Kyle Norrington, Chief Commercial Officer, Anheuser-Busch said: “The NHL remains one of the country’s fastest-growing leagues, making it a perfect partner for America’s #1 and fastest-growing beer: Michelob ULTRA. We’re honored to add the NHL to Anheuser-Busch’s iconic portfolio of sports partnerships, bringing hockey fans across America closer to the League’s superior moments on and off the ice for years to come.”

Keith Wachtel, President, NHL Business said: “The NHL is focused on partnering with best-in-class organizations that share our commitment to long-term growth and fan engagement. Anheuser-Busch and Michelob ULTRA have consistently demonstrated the ability to build impactful sports marketing programs at scale, and we are excited to work together to unlock new opportunities across the League, our Clubs and our marquee events.”

Michelob ULTRA NHL Partnership

Through the sponsorship, Michelob ULTRA will activate around tentpole NHL events, including the Stanley Cup Playoffs and Stanley Cup Final, the NHL Winter Classic, NHL All-Star and NHL Stadium Series. Michelob ULTRA will also continue its existing sponsorship of 19 teams across the NHL, including the reigning Stanley Cup Champion Carolina Hurricanes and multiple iconic Original Six franchises, including the Boston Bruins, Chicago Blackhawks, Detroit Red Wings and New York Rangers. Michelob ULTRA and select team partners will also produce limited-edition team packaging for the upcoming season featuring the iconic team logos.

Hockey has become a pivotal part of the sports portfolio for Michelob ULTRA, a brand synonymous with some of the most iconic moments in professional sports. From celebrating the legacy of the ‘Miracle on Ice’ to supporting USA Hockey’s gold medal runs at the Olympic and Paralympic Winter Games Milano Cortina 2026, the brand has seen firsthand the passion that surrounds the sport. Hockey’s combination of competition, celebration and fan passion makes it a natural extension of the brand’s sports platform.

The sponsorship adds another pillar to Michelob ULTRA’s longstanding “Superior Access” platform, a centralized fan experience hub that makes everyone feel like an insider by offering money-can’t-buy experiences. Michelob ULTRA “Rinkside” will join the brand’s professional basketball (Courtside), soccer (Pitchside), golf (Greenside) and active living experiences, providing fans 21+ with opportunities to receive tickets, merch and more.

For over 20 years, Michelob ULTRA has been synonymous with championing an active lifestyle, encouraging social athletes to give it their all, whether it’s their first time on the ice, court, field – or they’re playing to fill the trophy cabinet. The brand has showcased that point of view on the biggest stages in sports via premier sponsorships that include the NBA, FIFA World Cup™, the Olympic and Paralympic Games Paris 2024, Milano Cortina 2026, and LA28 and the PGA TOUR – keeping Michelob ULTRA at the forefront of fan engagement and delivering exclusive access to the moments fans love the most.

The National Hockey League joins Anheuser-Busch’s roster of premier partners across the sports and entertainment landscape, including the NFL, NBA, MLB, PGA TOUR and more. These partnerships allow the #1 fastest-growing alcohol supplier to continue its commitment to enhancing the gameday experience for fans, bringing them closer to the teams and leagues they love whether spending gameday at home, at the arena or at the bar.

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• Michelob ULTRA NHL Partnership

NHL, the NHL Shield and the word mark and image of the Stanley Cup are registered trademarks of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams. © 2026 NHL.All Rights Reserved.

For more Anheuser-Busch news and Michelob ULTRA coverage, explore related stories on myBeerBuzz.com, including the company’s recent investments in American brewing, Michelob ULTRA’s expanding sports sponsorship portfolio and its continued growth across the U.S. beer market.

ABOUT MICHELOB ULTRA

Introduced in 2002, Michelob ULTRA is the #1 Top-Selling Beer and Fastest-Growing in America. With just 95 calories, 2.6 carbs, it is a superior light beer that celebrates the active, balanced lifestyle of its drinkers that includes both fitness and fun. Michelob ULTRA’s choice of grains and extended mashing process leads to its refreshing taste and fewer carbohydrates.

It is brewed with the finest barley malt, rice, hops, and a pure-cultured yeast strain, all of which reflect Anheuser-Busch’s commitment to brewing quality. Michelob ULTRA reminds you to always drink, and sweat, responsibly. For more information, visit MichelobULTRA.com or follow @MichelobULTRA on Facebook, X, Instagram and YouTube.

ABOUT ANHEUSER-BUSCH

At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years as a leading American manufacturer, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As the nation’s top brewer, one of the fastest growing spirits companies, and an insurgent force in energy drinks, we drive economic prosperity nationwide through investments in our people, facilities, and communities. We are the only alcohol company that invests in the U.S. at this scale.

We make the nation’s most iconic beers, ready-to-drink spirits and beyond beer brands, including Michelob ULTRA – America’s #1 top-selling and fastest-growing beer – Busch Light, Budweiser, BudLight, Stella Artois, Cutwater Spirits, NÜTRL Vodka Seltzer, BeatBox, industry-leading craft beers and non-alcohol beers like Michelob ULTRA Zero. We are guided by our commitment to the communities we call home and to the 65,000 hardworking Americans who bring our products to life. That’s who we are. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.

ABOUT THE NHL

Founded in 1917, the National Hockey League (NHL) consists of 32 Member Clubs and showcases the world’s best hockey players competing for the most revered trophy in professional sports – the Stanley Cup. Each team roster reflects the League’s international makeup with Players from more than 20 countries represented.

The League reaches hundreds of millions of fans worldwide through live game attendance, television, radio, digital platforms and social media.

Fans in more than 250 countries and territories engage with the NHL through a global network of media partners, including ESPN, TNT Sports and NHL Network in the United States; Prime Video, Sportsnet and TVA Sports in Canada; and SiriusXM NHL Network Radio™, Sports USA and TuneIn. Fans around the world can also stream NHL games in nearly 200 countries and territories via NHL.TV on DAZN. NHL.com and the NHL App provide fans with access to scores, statistics, highlights, news and original content, while NHL Productions creates compelling programming that brings fans closer to the players, teams and personalities that define the game.

The NHL is committed to fostering inclusive, healthy and vibrant communities through hockey. Through NHL Unites, the League’s social impact platform, the NHL works to ensure that hockey is welcoming and accessible to all, celebrating fans, players and communities of every background. For more information, visit NHL.com.

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