Yuengling this week announced another affiliation with a professional sports team.
The company is now an official partner of the New Jersey Devils and Prudential Center, where the NHL team plays its home hockey games.
The Pottsville-based brewery, America’s oldest, and the Devils on Wednesday unveiled the Yuengling 1829 Grill, a 13,000-square-foot Yuengling-branded restaurant located on Prudential Center’s Infiniti Suite Level, prior to the Devils game against the Anaheim Ducks.
Debbie Yuengling, employee engagement and culture manager, attended the grand opening with various Devils alumni and officials. Yuengling offered a complimentary beer tasting and “tap takeover” during the ceremony for Devils fans with access to the suite.
Through the multi-year partnership, the Devils and Prudential Center will support and promote Yuengling’s Lagers for Heroes program, which seeks ways to support and show appreciation to veterans and their families. Yuengling will select 12 military veterans to receive four Yuengling 1829 Grill ledge seats to future Devils games, along with an upgraded VIP experience, complimentary dining and more.
“We couldn’t be more thrilled to team up with the New Jersey Devils and Prudential Center. Yuengling is always looking for opportunities to foster relationships with respected companies who have strong ties to the community,” Yuengling, a sixth-generation member of the family, was quoted in a company press release, noting the brewery’s 190th anniversary in 2019.
Adam Davis, Harris Blitzer Sports & Entertainment’s chief commercial officer, said this is Yuengling’s first branded restaurant and bar location in a professional sports venue.
Yuengling, meanwhile, already has other investments in professional sports with existing partnerships with the Philadelphia Phillies, Philadelphia Flyers, Philadelphia Wings and Indiana Pacers, and an individual partnership with MLB All-Star Aaron Nola.
— Yuengling Brewery (@Yuengling_Beer) December 18, 2019
— New Jersey Devils (@NJDevils) December 18, 2019