Boston Beer Co. and the National Hockey League (NHL) today announced a new five=year U.S. partnership, naming Truly Hard Seltzer the official hard seltzer of the NHL. It’s 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 unforgettable 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.