The National Hockey League and the National Hockey League Players’ Association have unveiled the first set of partners for the 2016 World Cup of Hockey national team ice hockey event.
Air Canada, Canadian Tire, Honda, Molson Coors, PepsiCo, Scotiabank, Tim Hortons and Visa have all signed up as official partners of the event, which will take place at Toronto’s Air Canada Centre from September 17 to October 1.
The partners will be granted in-arena advertising exposure during games and will be integrated into NHL media and national television broadcasts. Various on-site activations and World Cup-related promotions will also be organised in the build-up to, and during, the event.
In addition, the NHL and NHLPA released details of the Scotiabank World Cup of Hockey Fan Village, which will give all partners the chance to connect with supporters during the event. The village will be free to enter and will celebrate the sport, food and music culture of each of the competing nations.
NHL commissioner Gary Bettman (pictured) said: “These iconic brands, and the magnitude of their commitment, further illustrate the anticipation that is building for what we believe will be the best international hockey tournament ever staged.
“Activation by these corporate partners will elevate energy and enthusiasm across the full range of World Cup fan experiences – including in-arena and at the Scotiabank World Cup of Hockey Fan Village. We thank our partners, who time and again create new and exciting ways to connect our fans with our game.”
German sportswear giant Adidas had already been confirmed as the exclusive outfitter of authentic and replica jerseys for the tournament. Canadian telecommunications and media company Rogers had also signed on as a corporate partner and the exclusive English-language television, online and mobile rights-holder in Canada.
The NHL and NHLPA added that additional corporate partners, including sponsor support outside North America, will be announced in the coming weeks.