Ice Hockey

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US sports team and venue owner Harris Blitzer Sports & Entertainment will earn about $3.5m (€3m) annually from its first three gambling sponsorship deals, according to industry sources.

Food and beverage group PepsiCo has signed a five-year extension, from 2018-19 to 2022-23, to its North American partnership with the National Hockey League.

Carmaker Škoda has recommitted to its Main Sponsor deal with the International Ice Hockey Federation (IIHF) for the World Championship after revamping its rights package.

Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.

Imperial Oil has signed a multi-year deal as the Official Retail Fuel of the National Hockey League in Canada

Hair salon franchise Great Clips has agreed a multi-year partnership with North American ice hockey league the NHL and Players’ Association the NHLPA following an initial deal that covered the 2018 Stanley C…

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.

Sports and live entertainment company AEG has signed a multi-year partnership with Spectrum, the broadband services brand of telco Charter Communications, covering its sports teams and venues across Los…

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The National Hockey League (NHL) said it was “pleased” with the jersey agreement it secured with technology company SAP for the World Cup of Hockey, despite failing to hit its initial asking price.

Polymer materials supplier Covestro is using branding of the German Ice Hockey League (DEL) to promote its new corporate identity in Germany, having separated from the chemicals and pharmaceuticals giant…

The Lagardère Sports and Entertainment agency is facing a number of major challenges in the deal agreed this month to sell sponsorship rights in Europe for ice hockey’s World Cup of Hockey.

Payment services brand MasterCard became the first international payment company to sponsor the Kontinental Hockey League in December having emerged from a damaging period of western sanctions in early 2015.

Tyre manufacturer Bridgestone this month increased its commitment to the title sponsorship of the National Hockey League’s Winter Classic as the event continues to grow in profile and scope.

Payment services brand Barclaycard will replace the German arm of the telecommunications brand O2 as the naming rights partner to the Hamburg Arena at the start of July.

Apparel company New Era is using its sponsorship of Euroleague Basketball to help its goal of becoming the number one headwear brand in the world.

Action camera maker GoPro last month signed a half-season official partner deal with the National Hockey League (NHL) as it looks to make major strides in sport.

Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.

Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.

Global brand awareness and active customer engagement are the drivers behind Czech car manufacturer Škoda’s sponsorship programme.

The Champions Hockey League, the European continental club ice hockey competition, has surpassed its €2.5m ($3.4m) sponsorship revenue target for its inaugural 2014-15 season, with five spaces to sell.

Stock market-listed online gaming company Bwin.party deals last month with two sports teams linked to the newly-regulated New Jersey online gaming market in the US are focused on digital rights in line with the company’s increasingly cost-conscious approach to sponsorship.

US APPAREL COMPANY Warrior Sports has signed a six-year kit deal with English Premier League club Liverpool

CANADIAN MEDIA and cable company, Quebecor Media, have bought the naming rights to the city’s arena for a 25-year period, even though it’s yet to be built. T