The Boston Beer Co has penned a “multi-year” partnership for RTD brand Sun Cruiser with New Jersey’s MetLife Stadium and its two resident NFL teams, the New York Jets and New York Giants.
As part of the deal, Sun Cruiser branding will be featured inside the MetLife Stadium, including on gate pylons, video boards and “daily exposure on highway marquees”. Advertisements for the vodka-based premix, which is already sold on-site, will appear at concerts and other events as well as NFL games.
Financial terms of the deal were not disclosed.
“MetLife Stadium is where some of the most passionate fans come together, and that’s exactly the kind of energy Sun Cruiser wants to be part of,” said Sun Cruiser senior brand manager Erica Taylor. “The response from fans has been incredible, and we couldn’t think of a better place to keep that momentum going.
“This partnership gives us a chance to be part of the moments that bring people together, from game days and concerts to the unforgettable experiences fans share with friends and family.”
MetLife Stadium’s CEO, Mark Stefanacci, added: “Sun Cruiser has been building some impressive momentum with our fans, and we’re excited to expand on that organic relationship through this new partnership.
“As the ready-to-drink spirits category continues to grow, Sun Cruiser is an innovative brand that aligns with fan preferences and enhances the overall experience at MetLife Stadium.”
In August, Athletic Brewing Co netted its own MetLife Stadium sponsorship deal, assuming the moniker ‘proud non-alcoholic beer partner’ of the arena and its two affiliated NFL teams.
