Kraft expands NHL partnership

Kraft has become an official sponsor of the NHL ice hockey league in North America under an enhanced agreement that takes the food company’s Hockeyville initiative into the US market.

Already established in Canada over the past eight years, Hockeyville will move into the US next year, with towns given the chance to win a $150,000 (€117,200) arena makeover courtesy of Kraft and host an NHL pre-season game.

Kraft will benefit from a fully integrated marketing programme that includes television, digital and in-store promotion of its participating brands.

Along with being an official sponsor of the NHL and the NHL Players’ Association (NHLPA), Kraft becomes an official partner of key league properties the Winter Classic, Stadium Series, All-Star Game, Heritage Classic, Face-Off and the Stanley Cup Playoffs.

Kraft brands will also enjoy sponsorship exclusivity in more than a dozen food and drink categories, including roast and ground coffee, cheese, snack nuts, enhancers, packaged cold cuts, and desserts.

The terms of Kraft’s wide-ranging collaboration with the NHL were not disclosed.