Toronto-based pizza chain Pizza Pizza has taken over the home helmet sponsorship rights to the NHL’s Toronto Maple Leafs from social media platform TikTok.

LA Tourism is leaning into sports sponsorship to attract more overseas visitors and restore visitor numbers to pre-pandemic levels, according to Adam Burke, chief executive of the tourism body.

Health insurance company Blue Shield of California has expanded its relationship with sports and entertainment group AEG by taking up the ‘Official Helmet Partner’ rights for the NHL’s LA Kings. T

Regions Bank’s new jersey patch agreement with the Nashville Predators has taken the roster of National Hockey League (NHL) teams with jersey deals up to 17 with just two weeks to go before the start o…

The introduction of ‘digital dasherboards’ helped the National Hockey League to secure eleven new sponsors and extend deals with seven existing sponsors during its 2022-2023 campaign. Ben Cronin provides detailed analysis of team and league-level sponsorship deals.

Anneliese Mesilati, head of brand activation and sponsorship for UBS in the Americas, speaks about the firm's sponsorship of the New York Islanders hockey-specific stadium and the company's deal with the Mercedes F1 team. Ben Cronin reports.

The Seattle Kraken has signed up Muckleshoot Indian Tribe as its first jersey patch sponsor, with the organisation becoming the first Indian Tribe to agree such a deal in the National Hockey League (NHL)

The National Hockey League's New York Islanders and Ottawa Senators have both announced new helmet sponsorship deals for the upcoming 2022-23 season, reflecting continued corporate interest in the asset

National Hockey League franchise the San Jose Sharks has chosen the Two Circles agency to sell the team’s jersey patch sponsorship rights.

TikTok’s February deal with the NHL revealed the platform’s willingness to invest more than the norm to increase its audience and drive engagement through sport.

Flutter Entertainment has signed a multi-brand sponsorship deal with Maple Leaf Sports & Entertainment (MLSE) to take advantage of the newly-regulated sports betting and online casino opportunities in…

Work anywhere solutions company Evolve IP has become an Official Partner of the NHL’s New York Rangers in a multi-year sponsorship.

The NHL’s Columbus Blue Jackets has named auto glass company Safelite as the club’s first official jersey sponsor, starting in the 2022-23 season.

The NHL’s Minnesota Wild has named the regional car dealership Twin Cities Toyota as the team's new helmet entitlement partner.

US outdoor apparel brand Filson has signed as a sponsor of the NHL’s expansion team Seattle Kraken and the club’s home venue, the Climate Pledge Arena.

Artificial intelligence company Satisfi Labs has signed as a sponsor of Major League Soccer club LA Galaxy and the National Hockey League’s LA Kings.

Amazon Web Services has signed with the National Hockey League as the league's ‘Official Cloud, Artificial Intelligence, and Machine Learning Infrastructure Provider’.

The Vegas Golden Knights and LA Kings have become the latest NHL franchises to sign helmet sponsorship deals for the rescheduled 2020-21 season that got underway this week