NHL

Ice Hockey
Licensing & Merchandising

New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues
Ice Hockey

Ontario Lottery and Gaming (OLG) launched an activation at the 2024 NHL All-Star Fan Fair to deliver key messages about its lottery-based games and their contribution to community programmes.
Baseball

The addition of NHL jersey patch and MLB sleeve patch inventory to the existing NBA jersey patch programme has created a glut of inventory across the major US professional leagues. But, as Matthew Glendinning reports, agencies remain optimistic about demand for the assets.
Ice Hockey
Sponsorship & Marketing

The National Hockey League's Arizona Coyotes have agreed to a multiyear partnership with Goodwill of Central and Northern Arizona to have the Goodwill brand appear on the team's home game helmets
Ice Hockey

NHL sponsorship revenue has grown at double-digit YoY percentage increases over the last decade, according to the league, and the trend continued into the 2021-22 season as the worst effects of Covid-19 pandemic on the league’s event programme fell away.
Ice Hockey

NHL sponsorship revenues continued their upward trajectory in the 2020-21 season, despite the effects of Covid-19 on the league’s event programme.
Ice Hockey
Sponsorship & Marketing

Canadian food delivery network SkipTheDishes became the first food delivery brand to sponsor the NHL earlier this year, in a Canada-only deal. The Canadian subsidiary of the Just East Takeaway
Ice Hockey
Sponsorship & Marketing

Amazon Web Services has signed with the National Hockey League as the league's ‘Official Cloud, Artificial Intelligence, and Machine Learning Infrastructure Provider’.
Ice Hockey

Kraft’s Hockeyville is an annual search for the most passionate hockey community, with the winners hosting an NHL pre-season game and getting $150,000 in local rink upgrades.
Ice Hockey

In January 2020, Dunkin’ Donuts launched a player-fronted campaign around the NHL Winter Classic to promote its Cold Brew Coffee.
Ice Hockey

At the 2019 NHL All-Star Game Fan Fair, SAP used an immersive VR experience to give ice hockey fans the experience of coaching in the NHL.
Ice Hockey

The Canadian coffee giant teamed up with the NHL, Hockey Canada and athlete ambassadors Sidney Crosby and Nathan MacKinnon to give the Kenya Ice Lions the experience of a lifetime.
Ice Hockey
Sponsorship & Marketing

The National Hockey League has named the Boston Beer Company's Truly Hard Seltzer its official hard seltzer partner in a five-year deal
Ice Hockey

Symetra Life Insurance has been named the inaugural founding partner and sponsor of Seattle’s expansion National Hockey League franchise.
Esports

The National Hockey League has announced it has signed seven sponsors for its esports competition, the NHL Gaming World Championship, each of which will activate at a Regional Final and/or the World Final.
Ice Hockey

The NHL has announced a multi-year partnership with Massachusetts Mutual Life Insurance Company (MassMutual), which will be named the Official Life Insurance and Retirement Planning Partner of the league.
Ice Hockey

Car manufacturer Ford has struck a naming-rights partnership for a new training facility for the Nashville Predators and extended a deal with one of the NHL ice hockey team’s other venues.
Basketball

Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.