The NHL’s stable of sponsors -- those with marketing rights in Canada, that is -- will be on full display in Toronto over the next few days as part of the league’s All-Star Weekend. The league is also putting on a wide array of community events, with a focus on diversity and inclusion.
For the first time, the NHL has different presenting sponsors for the All-Star Game in the U.S. (Honda) and Canada (Rogers). Honda was the sole presenting sponsor of the All-Star Game from 2015-2023. In 2022, however, the NHL sold automotive marketing rights in Canada to Hyundai, while Honda became a U.S.-only sponsor. With the game heading to Canada this year for the first time since 2012, the league is protecting Hyundai’s rights by limiting Honda’s All-Star rights to just the U.S.
As such, Hyundai will be the only automotive brand activating on site in Toronto. With the use of its digitally enhanced dasherboard technology, however, the league can present Honda as the key sponsor on ABC's U.S. broadcast while giving Rogers prime billing on the Sportsnet feed in Canada. DraftKings Sportsbook is serving as presenting sponsor of Friday night's revamped skills competition for audiences on both sides of the border.
More than two dozen NHL sponsors and licensees are participating in the league’s four-day Fan Fair at the Metro Toronto Convention Centre, which is title-sponsored by Hyundai. Admission to the Fan Fair costs C$25, with ticket discounts available later in the day on Friday and Saturday. Notable on-site events will include today’s Rogers NHL All-Star Red Carpet (featuring NHL and PWHL players), daily editions of the 2024 NHL Mascot Showdown presented by Upper Deck, an SAP-sponsored event for kids on Friday focused on STEM education and Saturday’s NHL All-Star Pride Cup presented by Scotiabank, a ball hockey game featuring players from the Toronto Gay Hockey Association.
The Hockey for All Rink at Nathan Phillips Square, a plaza outside Toronto City Hall, will be another hub of activity. In addition to more than 20 hours of public skating time and free skate rentals, former NHLers Anthony Stewart and Mark Fraser will co-host a clinic today for girls from Hockey Equality, an organization committed to diversity in the sport. The league will also host the All-Star Creator Skate on Saturday, which will feature more than 25 hockey-related influencers.
On Wednesday, the league and Maple Leafs Sports & Entertainment unveiled this year's All-Star Legacy Project: an investment of more than $500,000 to revitalize ball and ice hockey rinks at three parks across the city. The Maple Leafs are also hosting a celebrity ball hockey game this afternoon at the MLSE Launchpad, an area youth center.
