Ice Hockey
NHL sponsor BioSteel files for bankruptcy protection
Canadian sports drink BioSteel, a sponsor of the National Hockey League (NHL), has announced that it has sought and obtained "an initial order for creditor protection from the Ontario Superior Court of…
NHL considers digital ad board changes after fan complaints
The National Hockey League is considering making changes to its digitally enhanced dasherboards (DED) after complaints from fans during the technology's debut season in 2022-23
PWHL announces first sponsor in founding partner deal with Canadian Tire
North America’s new Professional Women’s Hockey League (PWHL) has signed up its first founder partner, a multi-year deal with Canadian Tire.
NHL engages MVP Index for dasherboards programme
The National Hockey League has announced that sponsorship analysis platform MVP Index will become the league’s strategic partner for valuation and asset measurement of its Digitally Enhanced Dasherboards (…
Nike makes permanent exit from Hockey Canada partnership
US sportswear giant Nike has ended its sponsorship of Hockey Canada, amid the fallout from a sexual assault scandal that came to light at ice hockey's domestic governing body last year
Hockey Canada names Henderson new CEO, Bauer resumes sponsorship
Katherine Henderson has been named the new chief executive and president of Hockey Canada following a tumultuous past year for the organisation
Patch inventory will sell out, despite cautious first year for MLB and NHL
The addition of NHL jersey patch and MLB sleeve patch inventory to the existing NBA jersey patch programme has created a glut of inventory across the major US professional leagues. But, as Matthew Glendinning reports, agencies remain optimistic about demand for the assets.
‘Formula 1 was the natural fit’ | Andrew Bennett, Smartsheet
Project and work management software company Smartsheet uses sports sponsorship to integrate its services into high-profile sports organisations like McLaren Racing and NHL franchise the Seattle Kraken. Matthew Williams reports.
NHL adds Presidio sponsorship, tech for NHL Draft app
The National Hockey League has added global digital services and solution provider Presidio as the league's official technology innovation partner in a multi-year, North American partnership deal
NHL’s Anaheim Ducks sign first-ever jersey sponsor
The National Hockey League's Anaheim Ducks have announced a three-year deal with Western National Property Management that will see the company's logo on the team's home and alternate jerseys
Advent of digital dasherboards helped NHL to secure 11 new sponsors in 2022-23
The introduction of ‘digital dasherboards’ helped the National Hockey League to secure eleven new sponsors and extend deals with seven existing sponsors during its 2022-2023 campaign. Ben Cronin provides detailed analysis of team and league-level sponsorship deals.
Delta powers up AEG relationship on runway to 2028 LA Games
Delta Air Lines has consolidated its presence in the LA market by extending sponsorship deals with the AEG-owned Crypto.com Arena and the LA Kings. Matthew Glendinning reports.
‘New York is the home for ultra-high-net worth individuals’ | Anneliese Mesilati, UBS
Anneliese Mesilati, head of brand activation and sponsorship for UBS in the Americas, speaks about the firm's sponsorship of the New York Islanders hockey-specific stadium and the company's deal with the Mercedes F1 team. Ben Cronin reports.
Chipotle describes Haas F1 deal as “first foray into international sports marketing”
Chipotle's chief marketing officer Chris Brandt tells SportBusiness Sponsorship about the brand's sponsorship strategy and describes how its recent move into F1 supports its long-term international growth ambitions.
ServiceNow, NHL sign North American partnership
Workflow company ServiceNow has announced a multi-year North American partnership with the National Hockey League, enhancing gameday operations, employee productivity, and supporting new connected fan…
Škoda launches new logo in Ice Hockey World Championship extension
Škoda has announced a five-year extension of its long-standing role as ‘Official Main Sponsor’ of the IIHF Ice Hockey World Championship for the next five years, from 2023 to 2027.
Record number of sponsors for NHL Stanley Cup Playoffs
A record number of partners are activating during the National Hockey League's 2023 Stanley Cup Playoffs, with more than 36 sponsors involved
Sense Arena becomes USA Hockey’s VR training tool
USA Hockey, the national ice hockey governing body for the sport in the United States, has announced that virtual reality technology company Sense Arena has become its official virtual reality training…