JC Reindl

Detroit Free Press

Labatt Blue has signed a five-year deal as a "Landmark"-level sponsor for the new Little Caesars Arena and will stay the official Canadian import beer of the Detroit Red Wings.

The beer company will gain a branded Labatt Blue Zone in the future arena's main concourse, as well as sponsorship rights to the Labatt Blue Club that will be located in the arena's north end, the Ilitch organization's Olympia Entertainment announced Tuesday.

Labatt Blue started its partnership with the NHL team this season and is currently the Red Wings' official Canadian beer.

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Labatt is the fifth Landmark partner announced for the new arena, joining Meijer, Comerica Bank, St. Joseph Mercy Healthcare and Huntington Bank. Terms of each deal have stayed confidential. Revenue from the sponsorships will go to the arena's private operators -- not into public coffers.

The $635-million arena, built by the Ilitch's Olympia Development with help from public financing, is scheduled to open in September and house the Red Wings and the Detroit Pistons.

To celebrate this latest sponsorship, the Red Wings will host a Labatt Blue Night at Joe Louis Arena this Friday when the team takes on the Tampa Bay Lightning. The event will include a giveaway to the first 7,500 adult fans of a magnet replica of the Detroit Red Wings/Labatt Blue wall mural painted earlier this year by renowned sports artists David Arrigo. There also will be a visit by The Labatt Bear.