Bud’s hockey deal locks down fans’ favoritism
Budweiser tied up a new multi-year deal with hockey in December, making Bud Light the official beer of the NHL in the US.
In fact, despite Miller Coors having been in place as sponsor for seven years until 2018, Bud Light was already the unofficial beer of the sport. More than one in ten (10.6%) of hockey fans have bought Bud Light in the past 30 days. That compares with 6.4% for Coors Light (although noting that Molson Canadian was the League’s official beer until Miller Coors’ deal expired).
What puts the NHL in a strong place with beer brands is that hockey fans are significantly more likely to drink all of them.
In the case of Bud Light, 8.5% of all Americans have drunk in it the past month compared, as we mention above, to 10.6% of NHL fans.
And for Coors Light, Corona, Budweiser and Heineken – in fact every single beer brand that we track – it’s the same story. Hockey fans just drink more of them all. So beer brands in general should all be raising a glass to the League this season, whether they are a sponsor or not.