New Amsterdam Named Official Vodka of the NHL

New Amsterdam Vodka and the National Hockey League today announced a multiyear U.S. partnership naming the spirit the Official Vodka of the NHL.

This is the first-ever vodka brand to become a league sponsor. It’s also New Amsterdam’s first sports partnership.

New Amsterdam will be featured in NHL programming throughout the regular season and the Stanley Cup playoffs, as well as during the league’s premier events. The brand’s flagship creative campaign, “Pour Your Soul Out,” will appear in NHL programming.


“New Amsterdam Vodka is a strong brand and one of the world’s fastest growing distilled spirits,” says David Lehanski, NHL SVP of business development and global partnerships. “Through this partnership, we will collaborate to develop meaningful connections around compelling NHL experiences.”

As an official partner of the NHL, New Amsterdam Vodka will be integrated into several league assets throughout the entire 2018-19 season, including:

  • In-game activations during the regular season and playoffs
  • A multi-faceted 360-degree campaign across broadcast, digital and social channels, and NHL media partners, including NBC, NBC Sports Network, NHL Network and NHL.TV
  • Reaching consumers on all NHL’s digital channels, including and the NHL app
  • Camera-visible signage for every Stanley Cup playoffs and Stanley Cup final game occurring in the U.S.
  • Custom content series to run on NHL’s digital channels
  • A mix of retail programming, bar and restaurant visibility, hospitality, in-game assets and TV promotion around premier events such as the NHL Winter Classic, NHL Stadium Series and NHL All-Star Game

In addition, New Amsterdam Vodka consumers will get access to co-branded merchandise and earn opportunities to win tickets and exclusive experiences to NHL parties and premier events, the company says.

New Amsterdam Vodka will also expand its league support with NHL team sponsorships, building its presence on the local level as well as the national level. Local team sponsorships will be announced in the coming weeks, the company says.


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