Ice Hockey

Latest Features

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.

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.

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.

Features

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.

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.

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.