New Amsterdam Vodka And National Hockey League Score Multiyear U.S. Partnership

Largest Selling Vodka Brand Among Millennial Consumers Becomes League's First Official Vodka Brand Sponsor

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Oct 01, 2018, 10:56 ET

MODESTO, Calif., Oct. 1, 2018 /PRNewswire/ -- New Amsterdam Vodka and the National Hockey League (NHL^®) today announced a multiyear U.S. partnership naming New Amsterdam Vodka the Official Vodka of the NHL, securing its place as the first-ever vodka brand to be a League sponsor. New Amsterdam Vodka will be featured in NHL programming throughout the regular season and the Stanley Cup^® Playoffs, as well as during the league's premier events, including the NHL Winter Classic^®, NHL Stadium Series™ and NHL^® All-Star Game.

While this is New Amsterdam Vodka's first sponsorship of a professional sports league and its highest profile partnership to date, the brand is no stranger to competition: the seven-year-old spirits brand became the fastest in history to reach both one million cases and five million cases. It has also consistently achieved 90+ Point ratings and has never wavered in its commitment to overdeliver on exceptional quality at an accessible price point. Its flagship creative campaign, "Pour Your Soul Out," reflects fans' excitement of celebrating competition, inspired by the brand's own journey, and will be brought to life through NHL programming.

"When you have an uncompromising passion and a competitive spirit, you can achieve great things. This is the philosophy behind our award-winning vodka," said Michael Sachs, Director of Marketing for New Amsterdam Spirits. "The NHL encompasses this same winning philosophy by putting it all on the ice every night, resulting in a league with robust competitive traditions and the toughest, most exciting athletes in the world. We are thrilled to bring these two hard-working brands together, which will lead to a winning partnership."

"New Amsterdam Vodka is a strong brand and one of the world's fastest growing distilled spirits," said David Lehanski, NHL Senior Vice President of Business Development & 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 NHL.com 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 receive access to co-branded merchandise and earn opportunities to win tickets and exclusive experiences to NHL parties and premier events.

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. There are exciting local team sponsorships to be announced in the coming weeks.

"Our consumers are very passionate people—particularly when it comes to sports— and we have no doubt they will be thrilled to bring their favorite vodka into the conversation with their favorite sports league," said Sachs. "We look forward to connecting them with premiere NHL events around the country."

NHL, the NHL Shield and the word mark and image of the Stanley Cup are registered trademarks and NHL Stadium Series name and logo are trademarks of the National Hockey League. © NHL 2018. All Rights Reserved.

About New Amsterdam® Vodka:
New Amsterdam Vodka was introduced in 2011 and is the fastest spirits brand in history to reach one million cases and five million cases. An inspiring player in the spirits industry, the brand has won various awards and proven to deliver exceptional quality and sleek style at an unprecedented price. New Amsterdam Vodka has been awarded a 93 score by The Tasting Panel, has received "Three Stars" from F. Paul Pacult's Spirit Journal, and was noted as a "Best Buy" by the Beverage Testing Institute. New Amsterdam Vodka comes in an array of award-winning expressions, including: our signature 80 Proof Vodka, 100 Proof Vodka, Peach, Pineapple, Raspberry, Apple, Lemon, Grapefruit, Mango, Red Berry, Coconut, Orange. Suggested retail price for 750mL is $14.99.

Join New Amsterdam Vodka on Facebook (facebook.com/newamsterdamvodka), Instagram (@newamsterdamvodka), and http://www.newamsterdamspirits.com/.

About the NHL:
The National Hockey League (NHL®), founded in 1917, consists of 31 Member Clubs, each reflecting the League's international makeup with players from more than 20 countries represented on team rosters, vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 151 million followers - league, team and player accounts combined - across Facebook, Twitter, Instagram, Snapchat and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN and the NHL Network in the U.S., Sportsnet and TVA in Canada, Viasat in the Nordic Region and CCTV and Tencent in China. The NHL reaches fans worldwide with games available online in every country including via its live and on-demand streaming service NHL.TV™. Fans are engaged across the League's digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio; and on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League's inception, powered by SAP. The NHL is committed to building healthy and vibrant communities through the sport of hockey by increasing youth participation and engagement; fostering positive family experiences; promoting inclusion, positive culture and leadership; and supporting sustainable community impact.

CONTACT: Greg Holtzman, 212-774-6802, [email protected]

SOURCE New Amsterdam Vodka