If there's one thing beer understands it's hockey.
On February 7, 2009, Labatt Blue is sponsoring its 2nd Annual Pond Hockey Tournament on the great shores of Lake Erie in Buffalo, NY. The success of last year's 16 team tournament led to a significant expansion this year. According to the Buffalo News, "this year’s event will be held from 7:30 a. m. to 5 p. m. Feb. 7 at Erie Basin Marina. It will be four times the size of last year’s, with 64 teams competing on eight rinks and in eight divisions — from novice to advanced." Labatt is also adding music, a skills competition, and food and apparel vendors. You can get more information here but if you're looking to play it's too late - the tournament is a sell out.
Schlitz is yet another brewer that understands the unique relationship between hockey and its fans. The "beer that made Milwaukee famous" is now the namesake of a pond arena behind the home of Dean Reder. According to TwinCities.com, Mr. Reder and his friends E-mailed the brewery asking if they'd sponsor the pond at the cost of a 12 pack. Schlitz agreed but delivered 3 cases of beer for the naming rights. Like Labatt, Schlitz has also sponsored pond hockey tournaments, including the US Pond Hockey Championships.