Pottsville-based D.G. Yuengling & Son Inc. is expanding its reach into the Philadelphia sports market, signing a sponsorship deal with the Philadelphia Flyers at the Wells Fargo Center, its second with one of the city's major teams.
The multiyear agreement began Oct. 1, and Yuengling beer signs are visible throughout the center, including on the ice rink.
Last spring, Yuengling signed a sponsorship agreement with the Philadelphia Phillies at Citizens Bank Park. It was the baseball team’s first new beer sponsor in 40 years.
The family owned and operated brewery, which has been around since 1829 and bills itself as America’s oldest brewery, has been working to update its image to compete in an increasingly crowded field. Yuengling updated many of its labels this year.
The sponsorships with Philadelphia sports teams solidifies Yuengling’s regional identity as it continues its expansion and is now available in 20 states.
The Flyers deal includes outdoor digital billboards, signage in the Broad and 11th Street Atriums, multiple signs in the main and mezzanine concourse and dasher board signage featuring the brewery’s flagship beer, Yuengling Traditional Lager.
“The energy and passion generated by the Philadelphia Flyers is a home-state advantage for our company,” Dick Yuengling, owner and president, said in a statement.
Shawn Tilger, executive vice president and chief operating officer of the Flyers, said, “The Yuengling brand is beloved in the Greater Philadelphia Region, and we are excited to bring it direct to Flyers fans.”