Mitsubishi Electronic, the home electronics arm of Japan’s Mitsubishi Group, has entered into a Canada-focused partnership with North American ice hockey league the NHL.
The multi-year deal names Mitsubishi Electric as the official heating, ventilation and air conditioning, and hand dryer partner of the NHL in Canada.
The company will use the partnership to showcase its range of commercial and residential products to NHL fans throughout the league’s calendar of events, including the ongoing NHL Centennial celebration.
Mitsubishi Electric will benefit from prominent in-arena branding, camera-visible dasherboards and custom integration of its brand across all NHL-controlled media properties.
Mitsubishi Electric will also serve as an official partner of the NHL Centennial Fan Arena, an innovative travelling fan experience that forms a major part of the NHL’s year-long centennial celebration.
“The corporate marketing agreement between Mitsubishi Electric and the NHL marks an exciting milestone for our company in 2017,” Akihiko Ninomiya, president and chief executive of Mitsubishi Electric Sales Canada, said. “This year marks three decades in Canada for Mitsubishi Electric as a leading heating and cooling company with a strong and vibrant Canadian corporate head office.”
The partnership commenced with the NHL Centennial Classic match between the Detroit Red Wings and Toronto Maple Leafs on January 1.