Ice Hockey

Swiss League SA, the new limited company that represents the rights to Swiss ice hockey’s revamped second tier, is to work with Tit-Pit, the Swiss sports events and sponsorship agency, on the commercialisation o…

Seattle, Washington-based global coffee chain Starbucks has secured a multiyear partnership with National Hockey League expansion team Seattle Kraken, which is focused on the franchise's Kraken Community…

Commissioner says lack of fan pushback fuels decision to maintain inventory

The National Hockey League has made helmet sponsorships a permanent commercial fixture after introducing the move as a trial during the 2020-21 season to help teams recoup lost revenues during the Covid-19…

Running through the 2019-20 NHL hockey season, Budweiser promoted its new status as the official NHL beer in Canada through a campaign to recruit a passionate fan as its ‘Chief Hockey Officer’.

The National Hockey League's Winnipeg Jets will now play at Canada Life Centre following a naming-rights deal between parent company True North Sports & Entertainment and Winnipeg-based life insurance…

The National Hockey League has announced a partnership with Olympic Entertainment Group, which has named the Estonia-based gaming operator's flagship betting brand OlyBet the league's official sports betting…

Leading United States-based gaming operator BetMGM has brought in National Hockey League legend Wayne Gretzky as a brand ambassador to help the company grow domestically and potentially into Canada

National Hockey League expansion team Seattle Kraken has announced Modelo as the official import beer partner of the franchise and Climate Pledge Arena

Pact represents shaving equipment company's first with a pro sports league

The International Ice Hockey Federation has added Finnish tech company Wolt as a sponsor in a contract brokered by the Infront agency, the exclusive media and marketing agency of the IIHF

Germany-based workwear supplier Engelbert Strauss has been unveiled as a sponsor of this year’s International Ice Hockey Federation World Championship in a deal brokered by the Infront agency.

Ice hockey’s Champions Hockey League (CHL) has signed tire specialists GT Radial to its sponsorship portfolio in a contract brokered by the Infront agency.

The International Ice Hockey Federation has become the latest sports property to sign Crypto.com as a sponsor

The National Hockey League and women's fashion line WEAR by Erin Andrews have unveiled a women’s sportswear collection as part of a multiyear partnership.

The National Hockey League has struck a multiyear North American partnership with cleaning products brand Clorox, which has been designated the official cleaning and disinfecting product partner of the…

US automobile insurance company Olive and Russian gaming operator Liga Stavok have been brought in as new sponsors of the National Hockey League's 2021 Stanley Cup Playoffs Bracket Challenge.