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.

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.

To celebrate the start of the Vancouver Canucks’ 50th season in 2019-20, the team linked up with coffee and donut chain Tim Hortons as presenting partner of a pre-season scavenger hunt.

As the Toronto Maple Leafs took on the Bruins in the 2019 Stanley Cup playoffs, Tim Horton’s launched a local OOH, in-store and social campaign that reversed the name of the brand’s famous Boston Cream donut.

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

Late July 2020 saw NHL partner Apple mark the return of hockey after its pandemic shutdown with a campaign called ‘Hockey Tape’, part of its ongoing ‘Shot On iPhone’ marketing platform.

October 2019 saw Under Armour release a brand-building film showcasing the struggles and triumphs of the Indian Women’s National Ice Hockey Team.

Launched to drive awareness of Canadian coffee chain Tim Horton’s enhanced partnership with Hockey Canada, the campaign linked the brand to Canadian legend Wayne Gretzky.

At the start of the 2018-19 NHL season, employee at Edmonton-based auto service/retailer Fountain Tire painted themselves in Oilers blue-and-orange and used the images to let fans create cheers for social sharing.

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.

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.

The National Hockey League's New Jersey Devils have signed a "significant" multi-year sponsorship deal with sports betting platform Unibet

The National Hockey League's Arizona Coyotes have announced a multi-year partnership with financial services company Mountain America Credit Union

The Swiss Ice Hockey Federation has extended deals with two of its major sponsors, watchmaker Tissot and the Swiss airline

German motor oil manufacturer Liqui Moly has extended its sponsorship of the International Ice Hockey Federation’s (IIHF) World Championship ahead of the 2020 edition in Switzerland.

The Betsson Group of sports betting and casino gaming sites has renewed its sponsorship of the Swedish Hockey League (SHL)

The National Hockey League's Vegas Golden Knights have signed a multiyear partnership with The Juice Standard, a Las Vegas-based cold-pressed juice restaurant.