Ice Hockey
Lenovo continues spree with Hurricanes arena deal
Technology company Lenovo has continued its recent sponsorship drive by taking on the naming rights to the home venue of the NHL’s Carolina Hurricanes.
Major sponsorship return for TikTok with Capitals
Having moved away from sponsorships over the last 18 months, TikTok has signed a wide-ranging agreement with Monumental Sports & Entertainment (MSE) that includes sponsoring the Washington Capitals NHL team.
New Era signs landmark NHL licensee deal
New Era has struck its first central licensing agreement with the National Hockey League, meaning it now has similar deals in place with all five of North America's major sports leagues
Healthcare sector makes US sponsorship top five
The health sector has become a leading source of sponsorship deals in the US but has yet to take off in Europe.
Infront, DEB share sponsorship sales remit in long-term renewal
The German Ice Hockey Federation (DEB) will be able to source potential sponsors in-house as part of a revised and extended exclusive marketing agreement with the Infront agency
‘Homegrounds’ – OLG and the 2024 NHL All-Star Fan Fair
Ontario Lottery and Gaming (OLG) launched an activation at the 2024 NHL All-Star Fan Fair to deliver key messages about its lottery-based games and their contribution to community programmes.
Budweiser returns as an official beer of NHL in Canada
Budweiser is back as an official beer of the National Hockey League in Canada after a two-year hiatus, while the league's sales process is live to fill the same category in the US market.
FanDuel ‘set to replace’ Bally’s as Diamond partner
A deal will also reportedly involve FanDuel-related programming for Diamond channels, the resale of Diamond’s streaming service to fans and an equity stake in the company.
Abrutyn exits Bruin for top CAA ice hockey role
David Abrutyn, a 30-year sports industry veteran, is joining the sports division of Creative Artists Agency (CAA) to bolster its ice hockey business.
‘For The True’ – Truly Hard Seltzer and NHL
Truly Hard Seltzer has launched a paid media campaign around the Stanley Cup Playoffs using NHL in Canada sponsorship rights.
BodyArmor fills NHL sports drink void with deal to 2029
The National Hockey League has ended its search for a new sports drink sponsor in the wake of BioSteel's bankruptcy by signing a long-term agreement with BodyArmor
AEG consolidates three venues into one deal with Uber naming pact
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.
PWHL secures Air Canada sponsorship ahead of inaugural season
The Professional Women’s Hockey League (PWHL) has signed up Air Canada to its sponsorship portfolio ahead of its inaugural season.
Pizza Pizza replaces TikTok on Toronto Maple Leafs helmet
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.
NHL extends global deal with Fastenal
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 seeks Covid bounceback with sponsorship strategy
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.
NHL, NHLPA extends longstanding Enterprise sponsorship
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
Blue Shield signs LA Kings helmet deal as AEG continues sales streak
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.
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