VOL 27 ISSUE 21, May 22, 2026
While the outcome of the Buffalo Sabres’ postseason run wasn’t what fans had hoped for, Sportservice made certain the experience wouldn’t soon be forgotten.
The return of the viral “Beer Sabres” for Game 7 on May 18, orchestrated by the Sportservice team at the Sabres’ KeyBank Center, proved to once again be a bright spot. The enthusiastic crowd gobbled up the latest shipment of 10,000 Beer Sabres in less than two hours – and before the puck had even dropped on the season’s final night.
The playful, saber‑shaped beer vessels (measuring 22 inches long and holding 20 ounces of Labatt beer) quickly became a fan favorite when they were first introduced in November 2025 – with fans proudly raising their Beer Sabres during games, snapping photos for social media and leaning into the spirited energy that made playoff hockey in Buffalo so exciting.
The Sportservice team wanted to position the collectibles as fun and accessible – while still having limited quantities.
“It doesn’t need to be a highly exclusive item,” Mary Masich, general manager for Delaware North at KeyBank Center, told ESPN earlier this month. “We’re happy to see as many people get them as we can coming to the games and having fun with them.”
ESPN reporter Alaina Getzenberg wrote: “The Sabres sold 5,000 over the first two regular-season games of the promotion (Nov. 21 and 28) before they sold out, and then 5,000 more for their return on April 6. They have been such a hit that fans have brought them back for games and out to bars during the team’s playoff run.”
The Beer Sabres are a great example of Sportservice’s broader approach to game-day hospitality: create offerings that enhance the atmosphere, invite participation and keep the spotlight on the action.
Even Executive Chef Michael Buonopane and Masich got in on the excitement in the video below.