Ice Hockey
Warrior maintains Champions Hockey League commitment
US sporting goods manufacturer Warrior Sports, a sponsor of the Champions Hockey League since the European club ice hockey competition was reborn in 2014, has agreed a three-season extension to its association
Yuengling partners with New Jersey Devils, Prudential Center
Pennsylvania brewery DG Yuengling & Son, Inc. has signed a multi-year deal to become an official partner of the National Hockey League's New Jersey Devils and the Prudential Center
Anheuser-Busch, Labatt announce multi-year partnership with NHL
Beverage giant Anheuser-Busch and Canadian subsidiary Labatt have announced a multi-year, multi-faceted partnership with the National Hockey League, which names Bud Light an official beer of the league …
Tim Hortons steps up backing of Hockey Canada
Fast food restaurant chain Tim Hortons has renewed its sponsorship of Hockey Canada, the governing body of ice hockey in the country
NHL and Jägermeister extend US partnership
The National Hockey League has announced a multiyear extension of its partnership in the United States with liquor brand Jägermeister, which will remain the "official shot of the NHL”. Te
Buffalo Sabres sign sportsbook partnership with Seneca Resorts & Casinos
The Buffalo Sabres have announced a partnership with Seneca Resorts & Casinos, which will become the exclusive sportsbook partner of the National Hockey League team
NHL, MassMutual collaborate on new advert, Thanksgiving Day Parade presence
The National Hockey League and Massachusetts Mutual Life Insurance Company (MassMutual) are continuing to leverage their partnership this week with a new commercial and a presence at the Macy’s Thanksgiving D…
Philadelphia Flyers, Wells Fargo Center partner with Coca-Cola
The Philadelphia Flyers and the Wells Fargo Center have signed a multi-year partnership with Coca-Cola, which will become the official beverage partner of the National Hockey League team and its venue
NHL extends, expands Discover Financial Services sponsorship
The National Hockey League has announced a multiyear extension of its long-standing sponsorship with Discover Financial Services, which maintains the company's status as the official credit card of the…
NHL renews Honda sponsorship through 2022
The National Hockey League has renewed its long-standing partnership with Honda in a deal which will keep the Japanese car manufacturer as the NHL’s official automotive partner in the United States an…
Infront and TMG to market rights to Finland’s IIHF World Championship
The Finnish Ice Hockey Association has partnered with the Infront and TMG Sports agencies to jointly develop and offer exclusive marketing and hospitality opportunities in Finland for the 2022 Ice Hockey W…
The Away Game – Tim Hortons, the NHL & Hockey Canada
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.
Ottawa Senators sign Lyft partnership
The National Hockey League's Ottawa Senators have signed a partnership with car ride hailing service Lyft in an effort to help get fans to and from games without having to drive or park.
PepsiCo joins Tampa Bay Lightning as Champion Partner
Soft drink giant PepsiCo has signed a partnership with the NHL’s Tampa Bay Lightning. The brand also partners with the Amalie Arena where the team’s matches are played.
PPG extends entitlement as NHL’s exclusive paint partner
New term calls for use of thermochromic coatings on official NHL game pucks
Bridgestone makes further commitment to home of Nashville Predators
Japanese tyre manufacturer Bridgestone has made a further five-year commitment to its naming rights deal for the home arena of NHL ice hockey team the Nashville Predators
Infront retains IIHF business in deal worth over CHF500m
The Infront agency has signed a 10-year extension to its media and sponsorship rights sales agreement with the International Ice Hockey Federation
NHL signs licensing agreement with Tailored Brands
The National Hockey League has entered into a multi-year licensing agreement with Men’s Wearhouse, Moores Clothing for Men and Jos. A.