The Boston Beer Company and the National Hockey League have announced a new multiyear U.S. partnership, naming Truly Hard Seltzer the official hard seltzer of the NHL.
Launching at the start of the 2019-20 NHL regular season, this five-year agreement marks the first national sports league partnership for The Boston Beer Company and Truly Hard Seltzer. Throughout the NHL regular season, Stanley Cup Playoffs and Stanley Cup Final, Truly Hard Seltzer will receive exposure to NHL fans in numerous ways, including the opportunity to try new flavors as they are released.
In addition, Truly Hard Seltzer will be a part of fan experiences as the title sponsor of the Truly Hard Seltzer NHL PreGame fan festival at the 2020 Bridgestone NHL Winter Classic at Cotton Bowl Stadium, and the 2020 NHL Stadium Series at U.S. Air Force Academy’s Falcon Stadium.
Sales of Truly Hard Seltzer tripled in volume in 2018, the company says, and have nearly tripled again in 2019.
“As the official hard seltzer of the NHL, we’re offering the best-tasting hard seltzer to the greatest sports fans out there,” says Dave Burwick, CEO of The Boston Beer Company, maker of Truly Hard Seltzer. “As a category leader, we’re seeing record demand for Truly year-round, not just during the summer months. Many NHL fans are already Truly drinkers and that’s why this partnership is a natural fit heading into fall. NHL fans can cheer on their favorite team with a refreshing Truly in hand at a game or watching from home or a bar with friends.”
Fans can expect to see the Truly Hard Seltzer brand on a variety of NHL Media platforms, including NHL.com, NHL Social and NHL Network.