Enterprise drives on with NHL

US vehicle rental company Enterprise has agreed a five-year extension to its partnership with North American ice hockey league the NHL.

The partnership, which dates back to the 2009-10 season, will now run through to the end of the 2022-23 campaign. Enterprise has also renewed local partnerships with 30 NHL clubs.

Under the deal, Enterprise will maintain its status as the Official Rent-A-Car of the NHL, but will add non-exclusive rights in the ride-sharing services category and the used vehicle sales category to promote its Commute with Enterprise and Enterprise Car Sales business lines.

Expanding its association with the NHL Hat Trick Challenge prize giveaway, Enterprise is also sponsoring a separate socially-driven promotion that celebrates every on-ice hat trick this season.

In addition, every time a player scores a hat trick, Enterprise will donate $1,000 to the charity of that player’s choice.

Frank Thurman, corporate vice-president of marketing at Enterprise, said: “It’s important for us to highlight to NHL fans that Enterprise is more than just a rental car company, and we’re excited to showcase our expanded mobility offerings through custom creative, as well as have an opportunity to connect and engage with fans in unique ways, including the continuation of our successful Hat Trick Challenge program.”

This season, Enterprise will debut new NHL-themed television creative and digital extensions touting the brand’s transportation offerings and once again featuring Hockey Hall of Fame goaltender Martin Brodeur as well as the Stanley Cup trophy.

Enterprise will have a national marketing presence across all League touch-points, including NBC Sports, the NHL’s digital and social channels, camera-visible in-stadium inventory during games and events, and a mix of marketing rights and in-arena assets and promotion at the club level.