TikTok’s February deal with the NHL revealed the platform’s willingness to invest more than the norm to increase its audience and drive engagement through sport.
Team is the league's fifth to announce a patch partner
North American sports drink brand BioSteel has signed a three-year sponsorship of the IIHF World Championship in an agreement running until 2024
NHL team strikes agreement with casino company for its home games
Flutter Entertainment has signed a multi-brand sponsorship deal with Maple Leaf Sports & Entertainment (MLSE) to take advantage of the newly-regulated sports betting and online casino opportunities in…
Mobile phone brand Nokia and kitchen fittings company Puustelli have signed as Official Partners of the 2022 IIHF Ice Hockey World Championship to be staged in Tampere and Helsinki, Finland, next month
Clutch, the Canadian online used car buying platform, has entered the sports sponsorship space for the first time by securing a multi-year Canadian partnership with the National Hockey League
Work anywhere solutions company Evolve IP has become an Official Partner of the NHL’s New York Rangers in a multi-year sponsorship.
Swiss watchmaker Tissot has renewed its sponsorship of ice hockey’s IIHF World Championship in a new agreement negotiated by the Infront agency.
The National Hockey League's Florida Panthers have secured a partnership with virtual personal training platform FlexIt, which has been designated the franchise's official virtual fitness partner
The NHL’s Columbus Blue Jackets has named auto glass company Safelite as the club’s first official jersey sponsor, starting in the 2022-23 season.
The National Hockey League has unveiled a new logo for the 2022 Stanley Cup Playoffs, replacing the iconography that has been used for the past 13 seasons. The fonts are inspired by the trophy's history
The National Hockey League's Florida Panthers have appointed United States-based marketing agency Allied Sports to find a new arena naming rights partner and the team's inaugural jersey patch sponsor
Canadian ice hockey equipment manufacturer CCM Hockey and American life insurance company MassMutual have decided to halt marketing initiatives featuring National Hockey League superstar Alex Ovechkin…
The National Hockey League has unveiled its sponsorship activations for the fan festival which precedes the 2022 Navy Federal Credit Union Stadium Series between the Nashville Predators and Tampa Bay …
The International Ice Hockey Federation has appointed Chinese actor and director Wu Jing as a global ambassador, as it looks to increase the popularity of the sport in China