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The Detroit Red Wings today announced that Landmark level sponsor Meijer will serve as the club’s new Helmet Entitlement Partner. The Michigan-based grocer will have its brand marks prominently appearing on Detroit’s home, away and practice helmets beginning with this week’s NHL Prospects Tournament in Traverse City. See Ber

As part of Meijer’s recently extended partnership, a decal will be positioned on the left and right sides of the helmet, which will be worn for home and away games, as well as practices throughout this season and further Meijer branding will continue to be featured at Little Caesars Arena. In honor of the new helmet partnership, the first 10,000 fans to enter Little Caesars Arena for the Saturday, Dec. 18 game against the New Jersey Devils will receive a Holiday ornament that is a replica of the Red Wings helmet with the Meijer logo featured.

“We’re thankful to our friends at Meijer for their recently expanded partnership, and for a company with such deep-rooted Michigan ties to be featured on the classic Red Wings helmets,” said Peter Kent, Senior Vice President of Corporate Partnerships. “We look forward to furthering our community-based partnership with Meijer for many years to come.”

Meijer also serves as the presenting sponsor of the Little Wings Learn to Play program, a curriculum for children aged 5-8 that includes six sessions of on-ice instruction and a full set of hockey equipment for an affordable cost. In addition, Meijer also sponsors the Detroit Red Wings Street Hockey Summer Tour, a series of free clinics for kids ages 7-12 traditionally held in Meijer parking lots across the state of Michigan.

The Red Wings will donate $200 to Meijer’s Simply Give program for every goal scored during the 2021-22 season. Simply Give has helped local food pantries keep their shelves stocked since November 2008, and has generated more than $65 million thanks to the continued generosity and support of Meijer customers, team members and food pantry partners who are committed to helping feed hungry families.

The Red Wings, Detroit Tigers and Meijer will also once again participate in the Hometown Holiday Assist program, supporting Detroit families and local non-profit organizations in need during the holiday season. “We’re very pleased to broaden our partnership with the Detroit Red Wings,” said Cathy Cooper, Senior Director of Partnerships & Giving for Meijer. “Our longstanding relationship with the Red Wings continues to grow because we share the important vision of leveraging our collective efforts to support and enrich local communities. We’re very glad this opportunity became available to us.”