Ice Hockey
Coyotes bring back Kachina logo as part of wider rebrand
The National Hockey League's Arizona Coyotes have brought back the popular Kachina logo ahead of the 2021-22 season part of a wider rebrand
Pittsburgh Penguins add Bold Penguin as helmet sponsor
The National Hockey League's Pittsburgh Penguins have brought in Ohio-based insurance technology provider Bold Penguin as one of the team's helmet partners
Red Wings bring in Meijer as new helmet sponsor
The National Hockey League's Detroit Red Wings have extended and expanded their partnership with Michigan-based grocery store chain Meijer to become the team's new helmet sponsor
Discover named new NHL Winter Classic title sponsor
Financial services company Discover has replaced Bridgestone as the title sponsor of the National Hockey League's Winter Classic tentpole event
IIHF presidential candidate Bach Nielsen proposes fewer World Championship events
Denmark’s Henrik Bach Nielsen has told SportBusiness that a reduction in the number of ice hockey World Championship events from the Division I, Group B level downwards forms part of his proposals in t…
Made for Those Who Drive Hockey – Hyundai & Ottawa Bandits
In 2020, Hyundai Canada introduced a fresh strand in its ongoing ‘Made for Those Who Drive Hockey’ platform when it teamed up with special needs ice hockey club Ottawa Bandits to connect with Canadian families on a more emotional level.
Infront signs up new CHL sponsors ahead of new season
Pan-European ice hockey competition the Champions Hockey League has announced Ukrainian 'agroindustrial' company APK-Invest and Swiss gaming firm mycasino as new sponsors ahead of the start of its 2021-22…
Florida Panthers seal five-year BMW partnership
The National Hockey League's Florida Panthers and BB&T Center have secured a wide-ranging five-year partnership with automotive manufacturer BMW
NHL to allow sports betting adverts on helmets, jerseys from 2022-23 season
The National Hockey League will allow teams to sell advertising space on both their helmets and jerseys to sports betting companies from the 2022-23 season, it has emerged.
NHL approves jersey sponsorships for 2022-23 season
The National Hockey League will add jersey sponsorship patches from the 2022-23 season following a vote to approve the initiative by the league's board of governors, according to multiple reports
Hockey 24 – Scotiabank & the NHL/Hockey Canada and more
In May 2020, Canadian broadcasters Sportsnet and TVA Sports aired ‘Hockey 24’, a branded documentary by Canadian bank and ice hockey sponsor Scotiabank that continued the trend toward brand-funded features.
Second-tier Swiss League hands commercial role to agency
Swiss League SA, the new limited company that represents the rights to Swiss ice hockey’s revamped second tier, is to work with Tit-Pit, the Swiss sports events and sponsorship agency, on the commercialisation o…
Starbucks, Kraken secure wide-ranging agreement
Seattle, Washington-based global coffee chain Starbucks has secured a multiyear partnership with National Hockey League expansion team Seattle Kraken, which is focused on the franchise's Kraken Community…
Bettman: NHL boosted by positive reaction to helmet ads
Commissioner says lack of fan pushback fuels decision to maintain inventory
NHL helmet sponsorships now permanent after one-year trial
The National Hockey League has made helmet sponsorships a permanent commercial fixture after introducing the move as a trial during the 2020-21 season to help teams recoup lost revenues during the Covid-19…
Chief Hockey Officer – Budweiser & the NHL
Running through the 2019-20 NHL hockey season, Budweiser promoted its new status as the official NHL beer in Canada through a campaign to recruit a passionate fan as its ‘Chief Hockey Officer’.
Winnipeg Jets’ arena to be renamed Canada Life Centre
The National Hockey League's Winnipeg Jets will now play at Canada Life Centre following a naming-rights deal between parent company True North Sports & Entertainment and Winnipeg-based life insurance…