The deal gives Moosehead a number of exclusive marketing rights and designations that allow the Truly brand to connect with the NHL and its fans through the league’s marketing, digital and social media channels. Truly Hard Seltzer will have brand visibility during broadcasts through digital dasherboard and in-ice ads during regular season and playoff games broadcast on Sportsnet in Moosehead will also be raising awareness of the Truly Hard Seltzer partnership with the NHL through co-branded ads on TV, digital and social platforms.

Truly  will also be involved in various ways at tentpole NHL events, such as on-site activation, branded dasherboards and in-arena and in-stadium signage at the 2023 Tim Hortons NHL Heritage Classic in Edmonton and the NHL All-Star Game in Toronto, where it will also be running customer contests.

Though Truly is the focus of the sponsorship, Moosehead’s Twisted Tea brand will also receive brand exposure across NHL marketing, digital and social media channels.

“We are always aspiring to find meaningful ways to connect with our consumers, and this new partnership provides us with an unbelievable opportunity to engage with Canadians and share in our love for hockey,” says Mike Masters, Moosehead Breweries’ senior trade and partnerships manager.

Truly Hard Seltzer and Twisted Tea have had team sponsorships with the Edmonton Oilers since 2022 and the Ottawa Senators since 2020. Outside of hockey, Twisted Tea has been a CFL sponsor since 2018.