Canada

The National Hockey League has unveiled an expansive list of sponsorship activations within the United States and Canada during the 2022 Stanley Cup Playoffs

US audiovisual systems provider expands footprint with two new pacts

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…

Clutch, the Canadian online used car buying platform, has entered the sports sponsorship space for the first time by securing a multi-year Canadian partnership with the National Hockey League

Major League Baseball has agreed a new multi-year sponsorship deal with Mexican beer brand Corona

Canadian ice hockey equipment manufacturer CCM Hockey and American life insurance company MassMutual have decided to halt marketing initiatives featuring National Hockey League superstar Alex Ovechkin…

In June 2021, as the playoffs entered their second round, the official NHL beer in Canada activated with limited edition batch of beer that had been poured through the Stanley Cup itself.

Mixed martial arts organisation UFC has signed ‘connected fitness technology’ brand Clmbr to its sponsorship roster in a deal covering the US and Canada.

Indian off-road tyre brand BKT Tires and Canadian tyre retailer OK Tire have been named as the joint title sponsors for the 2022 World Women’s Curling Championship, hosted in Prince George, Canada.

Pair of US-based gaming companies takes on additional status, elevated designations with the league

The National Hockey League's Toronto Maple Leafs have secured a one-year partnership with social media platform TikTok, which will become the team's helmet sponsor for the 2021-22 season

Canadian food delivery service SkipTheDishes has announced extended multiyear partnerships with six National Hockey League teams in the company's home country

The New York Rangers, Carolina Hurricanes and Montreal Canadiens have become the latest National Hockey League teams to announce helmet partners for the 2021-22 season

Lululemon, the Canadian multinational athletic apparel brand, has been named as the new ‘Official Outfitter’ of the Canadian Olympic and Paralympic teams in a deal running from 2022 to 2028.

In 2020, Hyundai Canada introduced a fresh strand in its ongoing ‘Made for Those Who Drive Hockey’ platform when it teamed up with special needs ice hockey club Ottawa Bandits to connect with Canadian families on a more emotional level.

The National Hockey League will allow teams to sell advertising space on both their helmets and jerseys to sports betting companies from the 2022-23 season, it has emerged.

The National Hockey League will add jersey sponsorship patches from the 2022-23 season following a vote to approve the initiative by the league's board of governors, according to multiple reports