Ice Hockey
Second-tier Swiss League hands commercial role to agency
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…
Starbucks, Kraken secure wide-ranging agreement
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…
Bettman: NHL boosted by positive reaction to helmet ads
Commissioner says lack of fan pushback fuels decision to maintain inventory
NHL helmet sponsorships now permanent after one-year trial
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…
Chief Hockey Officer – Budweiser & the NHL
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’.
Winnipeg Jets’ arena to be renamed Canada Life Centre
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…
NHL expands presence in Baltics with OlyBet sports betting partnership
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…
BetMGM brings in NHL legend Gretzky as brand ambassador
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
Modelo named official import beer of Kraken, Climate Pledge Arena
National Hockey League expansion team Seattle Kraken has announced Modelo as the official import beer partner of the franchise and Climate Pledge Arena
NHL strikes US-based partnership deal with Shavelogic
Pact represents shaving equipment company's first with a pro sports league
Infront secures Wolt as sponsor for 2021 IIHF World Championship
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
Engelbert Strauss backs IIHF World Championship in Infront-brokered deal
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.
Infront brokers Champions Hockey League deal with GT Radial
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.
IIHF becomes latest to make NFT move with Crypto.com deal
The International Ice Hockey Federation has become the latest sports property to sign Crypto.com as a sponsor
NHL, WEAR by Erin Andrews unveil women’s sportswear collection
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.
NHL, Clorox strike multiyear North American 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…
Olive, Liga Stavok to sponsor NHL Stanley Cup Playoffs Bracket Challenge
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.