Ice Hockey

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

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

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

Financial services company Discover has replaced Bridgestone as the title sponsor of the National Hockey League's Winter Classic tentpole event

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…

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.

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…

The National Hockey League's Florida Panthers and BB&T Center have secured a wide-ranging five-year partnership with automotive manufacturer BMW

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.

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

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.

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…

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…

Commissioner says lack of fan pushback fuels decision to maintain inventory

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…

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’.

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…