Ice Hockey
Battles from the Bench – SAP & the NHL
The Away Game – Tim Hortons, the NHL & Hockey Canada
HBSE cashes in on NJ sportsbook legislation, more deals to come
PepsiCo and NHL drive mutual gain from activation scale
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.
Škoda gets more rights, supplies better cars in new IIHF deal
Geico: Brand visibility key to digital sales strategy
Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.
IBM: Opportunities to collaborate crucial to decision-making
NHL satisfied with World Cup of Hockey jersey deal
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.
Covestro puts brand on ice with German league deal
Lagardère faces World Cup of Hockey sales challenge
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.
MasterCard kick-starts Russian business with KHL deal
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.
Bridgestone re-ups on NHL Winter Classic programme
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.
Barclaycard gets Hamburg Arena rights as O2 retreats
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.
New Era: Focusing on sales and authenticity
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.
NHL just the start for GoPro in major sports
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.
DraftKings: Expanding portfolio to support brand growth
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
Hummel: Football central to future plans
Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.
Škoda: Ice hockey remains key to European growth
Global brand awareness and active customer engagement are the drivers behind Czech car manufacturer Škoda’s sponsorship programme.
Champions Hockey League reaches financial target
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.
Bwin.party puts digital assets at centre of New Jersey spree
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.
