As reported over the weekend in The Toronto STAR, there have been plenty of hockey fights started because of beer. Now there’s a beer fight over hockey.

Labatt Brewing Co. has signed up two NHL teams – the Vancouver Canucks and Calgary Flames – to multi-year sponsorship deals worth millions of dollars, a source confirmed to The Star Friday. Both teams are in the final season of multi-year deals with Labatt archrival Molson Coors. It’s the first time Labatt has sponsored an NHL team directly.

Labatt wouldn’t comment directly on the deals, but Charlie Angelakos, the company’s director of corporate affairs, acknowledged the company’s interest in the sport. “We can’t comment on any unannounced potential sponsorship agreements. But we can tell you that Budweiser and hockey are a natural fit and we’re looking for opportunities on a team and grass-roots level to reinforce that connection.,” said Angelakos.

Molson Coors renewed its sponsorship deal with the Toronto Maple Leafs last season, for what one source estimated was at least $10 million per year. The Canucks declined to comment on their deal with Labatt, citing team policy and confidentiality “obligations.” “We have a contract and a strong relationship with Molson Breweries. Our company policy is not to discuss the status of our contractual negotiations with existing or future sponsorship partners and suppliers,” said Victor de Bonis of Canucks Sports and Entertainment.

Neither the Flames nor Molson Coors returned messages seeking comment on the deals.

The move represents a change of strategy for Labatt, which until now had focused on sponsoring the NHL as a whole in Canada, rather than individual teams. Molson had long focused on team deals. Labatt’s national sponsorship deal in Canada expires after this season, and the NHL is believed to be seeking a new North America-wide beer sponsorship deal instead. Angelakos said Labatt has an agreement to renew through 2014, but acknowledged the renewal is in dispute.

Through a spokesperson, NHL Chief Operating Officer John Collins, the league’s point man in most sponsorship negotiations, declined to comment.

These are just one person’s thoughts. What do you think?

by Brent Barootes