Ice Hockey

AEG has consolidated three of its Berlin venues into a single sponsorship deal with ride sharing and fast-food delivery platform Uber, while managing to retain one of the outgoing venue sponsors, Mercedes, in a lower-tier sponsorship role.

The Professional Women’s Hockey League (PWHL) has signed up Air Canada to its sponsorship portfolio ahead of its inaugural season.

Toronto-based pizza chain Pizza Pizza has taken over the home helmet sponsorship rights to the NHL’s Toronto Maple Leafs from social media platform TikTok.

The National Hockey League (NHL) has extended its agreement with global supply chain solutions and industrial distribution company Fastenal in a multi-year deal

LA Tourism is leaning into sports sponsorship to attract more overseas visitors and restore visitor numbers to pre-pandemic levels, according to Adam Burke, chief executive of the tourism body.

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

Health insurance company Blue Shield of California has expanded its relationship with sports and entertainment group AEG by taking up the ‘Official Helmet Partner’ rights for the NHL’s LA Kings. T

Regions Bank’s new jersey patch agreement with the Nashville Predators has taken the roster of National Hockey League (NHL) teams with jersey deals up to 17 with just two weeks to go before the start o…

The Florida Panthers of the National Hockey League has turned to one of its strongest commercial partners, Amerant Bank, to become the new naming-rights partner of its arena

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…

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

North America’s new Professional Women’s Hockey League (PWHL) has signed up its first founder partner, a multi-year deal with Canadian Tire.

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 (…

US sportswear giant Nike has ended its sponsorship of Hockey Canada, amid the fallout from a sexual assault scandal that came to light at ice hockey's domestic governing body last year

Katherine Henderson has been named the new chief executive and president of Hockey Canada following a tumultuous past year for the organisation

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.

Project and work management software company Smartsheet uses sports sponsorship to integrate its services into high-profile sports organisations like McLaren Racing and NHL franchise the Seattle Kraken. Matthew Williams reports.

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