The NHL has renewed its partnership with Discover Financial Services with a five-year deal. Financial terms of the deal were not available, but as part of the deal, Discover becomes the title sponsor of the NHL’s inaugural NHL on NBC broadcast on Thanksgiving Friday, Nov. 25. The broadcast of the Red Wings-Bruins game will be called the Discover NHL Thanksgiving Showdown. The NHL and Discover will promote the game with a float in Macy’s Thanksgiving Day parade the day before featuring Grammy Award-winning artist Cee Lo Green. The float, which is titled “Frozen Fall Fun” is designed to reflect a fall hockey theme. “We’re hoping to build a new platform from a viewership standpoint to reach a broader audience of casual sports fans,” said NHL Group VP/Integrated Sales Dave Lehanski. “The parade is televised on NBC, which makes it easier for us to create a tie to the game.” Discover had signed a one-year deal with the league last season to become the NHL’s official credit card in the U.S., and the partnership included a presenting sponsorship role of the '11 NHL All-Star Game in Raleigh. This season's All-Star Game is in Ottawa, and Visa is the league’s Canadian partner in that category. Discover VP/Brand Communications Jennifer Murillo said Discover was not specifically looking to gain ownership over an NHL event, but it was instead looking to broaden its involvement across the NHL’s major events. Discover will remain the official card of the NHL Winter Classic, NHL Awards and the NHL Draft, as well as the NHL All-Star Game on U.S. telecasts. Discover began running 30-second TV ads featuring Blackhawks C Patrick Kane and Bruins G Tim Thomas last night.
