Ice Hockey

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.

The Betsson Group of sports betting and casino gaming sites has renewed its sponsorship of the Swedish Hockey League (SHL)

The National Hockey League's Vegas Golden Knights have signed a multiyear partnership with The Juice Standard, a Las Vegas-based cold-pressed juice restaurant.

The Philadelphia Flyers and Wells Fargo Center have entered into an agreement with SugarHouse Casino and PlaySugarHouse.com to become their official sportsbook partners

Russia’s Kontinental Hockey League has extended sponsorship deals with Hankook, MegaFon, Mastercard and SOGAZ for its 2019-20 season, along with detailing what it claims to be a data project that is t…

Symetra Life Insurance has been named the inaugural founding partner and sponsor of Seattle’s expansion National Hockey League franchise.

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.

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.

Betting operator Unibet has struck a deal to serve as the main sponsor of the HockeyAllsvenskan, the top division of ice hockey in Sweden. Unibet said that the deal is worth SEK25m (€2.3m/$2.6

Major US bank merger will create a new corporate name for a variety of major sports facilities and events, including Atlanta's SunTrust Park

Toyota’s dealership association in southern California has signed a 10-year naming rights deal for the main sports and entertainment arena in Ontario, California.

Popular Massachusetts-based coffee and baked goods chain signs multiyear extension to retain US rights with the league

The St Louis Blues and Centene Corp, a St. Louis-based managed care provider, has struck a decade-long naming rights agreement for a soon-to-open ice center in suburban Maryland Heights, Missouri

The Swiss airline brand has been named the Official Airline of the 2020 Ice Hockey World Championship, hosted by Switzerland

Decade-long continuation of pact to see installation of identity-based ticketing technology

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…

UK bookmaker William Hill has enhanced its presence in North American ice hockey by signing a strategic partnership agreement with the National Hockey League

US vehicle rental company Enterprise has agreed a five-year extension to its partnership with North American ice hockey league the NHL

Car manufacturer Ford has struck a naming-rights partnership for a new training facility for the Nashville Predators and extended a deal with one of the NHL ice hockey team’s other venues.

The NHL ice hockey league has signed a multi-year, Canada-focused sponsorship deal with tissue manufacturer Kruger Products

Financial services company Comerica Bank has extended and expanded its partnership with NHL ice hockey team the Dallas Stars

Tampa Bay Sports & Entertainment (TBSE), the parent company of the Tampa Bay Lightning, has announced details of the NHL ice hockey team’s new and renewed corporate partners for the 2018-19 fiscal year.

Eat Rite Foods, a healthy foods producer, has been revealed as a new partner of the ownership group behind the Buffalo Bills NFL American football franchise and Buffalo Sabres NHL ice hockey team

Nickel and palladium mining and smelting company Nornickel has agreed a deal to partner the Russian Ice Hockey Federation through the next cycle leading up to the 2022 winter Olympic and Paralympic Games

Etihad Airways has signed a multi-year extension to its partnership with Monumental Sports & Entertainment, the owner of three professional sports teams in the US.

Swiss investment bank and financial services company UBS has extended its deal as the main sponsor of annual invitational ice hockey tournament the Spengler Cup

The New Jersey Devils are continuing to capitalize on legal sports betting within their home state by announcing a third deal with a sportsbook

The NHL ice hockey league has signed a multi-year, US-focused partnership with Navy Federal Credit Union

The Vegas Golden Knights NHL franchise has signed a new partnership with one of California’s largest casinos.