Maybe this is fairly obvious. But beer is big business.

Interesting New York Times story about MillerCoors dropping $400 million for a NHL sponsorship.

The deal is reportedly more than double what Anheuser-Busch in the U.S. and Labatts in Canada are spending this season.

The best quote:

“Hockey and beer go together,” said Andy England, the executive vice president and chief marketing officer for MillerCoors. “Hockey fans are big beer drinkers. In fact, we have data that shows hockey fans are the biggest beer drinkers of any major sports league.”

So there you go, a random item on a Tuesday morning.