TORONTO - Hockey Night in Canada's Coach's Corner has scored a new partnership deal with Labatt Breweries and its Budweiser label.
The brewer has signed a multi-year agreement for the popular segment that will see Budweiser advertising and content during the show.
The deal comes as the show gets set to return following the NHL lockout.
Financial terms of the agreement were not immediately available.
In addition to Coach's Corner, Budweiser is also a sponsor for the new Hockey Night in Canada Second Screen experience, the Out of Town Scores and highlights of the best goals from around the league with Goal Tonight.
The partnership with Coach's Corner comes after Labatt was beat out by rival Molson Canadian in 2011 to become the official beer of the NHL under a seven-year deal.