National Hockey League (NHL)
Islanders signs AI-focused helmet deal with Viam
The New York Islanders of the NHL has agreed a helmet sponsorship deal with engineering platform Viam that will look to use artificial intelligence, data and automation to unlock efficiencies in the team’s UBS Arena.
Double first in NHL’s Norwegian Cruise Line tie-up
The National Hockey League (NHL) has opened up a new sponsorship category via the signing of Norwegian Cruise Line to its central portfolio
Budweiser returns as an official beer of NHL in Canada
Budweiser is back as an official beer of the National Hockey League in Canada after a two-year hiatus, while the league's sales process is live to fill the same category in the US market.
BodyArmor fills NHL sports drink void with deal to 2029
The National Hockey League has ended its search for a new sports drink sponsor in the wake of BioSteel's bankruptcy by signing a long-term agreement with BodyArmor
NHL extends global deal with Fastenal
The National Hockey League (NHL) has extended its agreement with global supply chain solutions and industrial distribution company Fastenal in a multi-year deal
NHL, NHLPA extends longstanding Enterprise sponsorship
The National Hockey League and National Hockey League Players' Association have extended car rental company Enterprise's North American sponsorship in a multi-year deal
NHL sponsor BioSteel files for bankruptcy protection
Canadian sports drink BioSteel, a sponsor of the National Hockey League (NHL), has announced that it has sought and obtained "an initial order for creditor protection from the Ontario Superior Court of…
NHL considers digital ad board changes after fan complaints
The National Hockey League is considering making changes to its digitally enhanced dasherboards (DED) after complaints from fans during the technology's debut season in 2022-23
NHL engages MVP Index for dasherboards programme
The National Hockey League has announced that sponsorship analysis platform MVP Index will become the league’s strategic partner for valuation and asset measurement of its Digitally Enhanced Dasherboards (…
NHL adds Presidio sponsorship, tech for NHL Draft app
The National Hockey League has added global digital services and solution provider Presidio as the league's official technology innovation partner in a multi-year, North American partnership deal
NHL’s Anaheim Ducks sign first-ever jersey sponsor
The National Hockey League's Anaheim Ducks have announced a three-year deal with Western National Property Management that will see the company's logo on the team's home and alternate jerseys
ServiceNow, NHL sign North American partnership
Workflow company ServiceNow has announced a multi-year North American partnership with the National Hockey League, enhancing gameday operations, employee productivity, and supporting new connected fan…
Record number of sponsors for NHL Stanley Cup Playoffs
A record number of partners are activating during the National Hockey League's 2023 Stanley Cup Playoffs, with more than 36 sponsors involved
US leagues, networks launch alliance to promote responsible betting ads
Top American sports leagues and broadcasters NBCUniversal and Fox have formed an alliance to promote responsible approaches toward sports betting advertising
Veikkaus named an official sportsbook of NHL in Finland
State-owned betting company Veikkaus has entered into an agreement with the National Hockey League to become an official sportsbook of the NHL in Finland
Fanatics replaces Adidas as NHL uniform supplier in landmark deal
Global merchandising and sports retail company Fanatics has expanded its connection with the National Hockey League in a landmark deal through which it will replace Adidas as the organisation’s official u…
NHL’s Wachtel: Virtual advertising dasherboards have lifted ‘overall enterprise value’ of league
The National Hockey League believes that its digitally enhanced 'dasherboard' technology has already proven of immense commercial value at a local, national and international level despite some glitches…
Unibet named NHL’s sports betting partner in Sweden
The National Hockey League has named the Kindred Group’s online gaming brand Unibet as an official league partner in Sweden in a multi-year agreement.