Ice Hockey
TikTok’s NHL sponsorship marks latest move in sports fan acquisition push
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.
St. Louis Blues name Stifel as jersey sponsor in five-year deal
Team is the league's fifth to announce a patch partner
BioSteel joins IIHF Worlds roster in Infront-brokered deal
North American sports drink brand BioSteel has signed a three-year sponsorship of the IIHF World Championship in an agreement running until 2024
Golden Knights secure Circa Las Vegas jersey patch deal
NHL team strikes agreement with casino company for its home games
Goldbach to sell Spengler Cup sponsorship rights
Hockey Club Davos, organiser of the Spengler Cup, has appointed the Goldbach Content & Sponsoring agency to help market sponsorship rights to the annual ice hockey tournament
Flutter Entertainment brands and PointsBet sponsor MLSE teams in Ontario market
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…
Nokia and Puustelli sign as domestic sponsors of 2022 IIHF World Championship
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
NHL, Clutch strike multi-year Canadian partnership
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
Evolve IP signs New York Rangers sponsorship
Work anywhere solutions company Evolve IP has become an Official Partner of the NHL’s New York Rangers in a multi-year sponsorship.
Tissot adds more time to long-held IIHF World Championship sponsorship
Swiss watchmaker Tissot has renewed its sponsorship of ice hockey’s IIHF World Championship in a new agreement negotiated by the Infront agency.
Florida Panthers add FlexIt to sponsorship portfolio
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
NHL’s Blue Jackets pen ‘historic’ jersey deal with Safelite
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.
NHL unveils first new Stanley Cup Playoffs logo in 13 years
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
Florida Panthers hire Allied Sports to find naming rights, jersey patch partners
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
CCM Hockey, MassMutual to stop marketing Capitals superstar Ovechkin
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…
NHL unveils sponsorship activations for 2022 Stadium Series fan fest
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 …
International Ice Hockey Federation appoints Chinese actor Wu Jing as ambassador
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