Cherokee Distributing has proudly partnered with the Knoxville Ice Bears since 2015, bringing some of the most popular beverage brands—like Coors Light, Miller Lite, and Modelo—to every Ice Bears game. Fans can spot Cherokee’s presence throughout the arena, from the Zamboni to in-ice logos, and even during every icing call. Their long-standing support helps fuel the excitement on game nights, making them an essential part of the Ice Bears experience.