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NHL teams up with Navy Federal

The NHL ice hockey league has signed a multi-year, US-focused partnership with Navy Federal Credit Union.

The partnership will seek to recognise and support veterans, active duty servicemembers and their families at NHL tentpole events via broadcast media and across the league’s digital platforms.

Navy Federal becomes an Official Partner and the Presenting Sponsor for military-themed ceremonial elements at the NHL Winter Classic, All-Star Weekend and Stadium Series. The company’s branding will be integrated into several league assets during the upcoming season, including dasher boards, jumbotron and in-game broadcasts.

Navy Federal will serve as the NHL’s Official Military Appreciation Partner and has also been designated as the Presenting Sponsor of the first-ever NHL Veterans Appreciation Night broadcast on November 7, which features the game between the Pittsburgh Penguins and Washington Capitals, as well as Nashville Predators’ clash with Colorado Avalanche.

Navy Federal will also make a special donation to the American Freedom Foundation to support veterans with their career transitions. The company has also teamed up with the NHL to launch Stick Tap for Service, a digital destination for veterans, active duty service members and their families to share personal stories of how the sport has impacted their lives.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.