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Fast-rising New Amsterdam Vodka has been giving more established vodka brands fits for a while. Now it’s acting like themat least when it comes to marketing spending.

The 7-year-old brand has signed the first big sports sponsorship deal in its history, inking a three-year pact to become the official vodka of the National Hockey League. New Amsterdam, which is owned by wine giant E. & J. Gallo Winery, declined to release exact financial terms, other than to say it cost multi-millions of dollars with the investment increasing with each year.

The announcement comes in advance of Wednesday’s start of the 2018-19 NHL season.

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