NHL, Enterprise Renew Sponsorship Deal Through '22-23 Season

Enterprise on Friday signed a five-year renewal with the NHL through the '22-23 season, which will see the brand maintain its status as the official rent-a-car service of the league. Enterprise also renewed local partnerships with 30 NHL clubs. Additionally, the brand will have non-exclusive rights in the ride sharing services category and the used vehicle sales category. Enterprise will have a national marketing presence across all league touchpoints, including NBC Sports, the NHL's social and digital channels, camera-visible in-stadium inventory during games and events, and a mix of other marketing rights and assets at the club level (NHL).

Enterprise President Chrissy Taylor said a new commercial "really shows that Enterprise is more than just renting cars," as it also "features the most famous NHL star which is the Stanley Cup." Taylor said the company has research that shows NHL fans are "five times more likely to rent from Enterprise" ("Squawk Box," CNBC, 3/15).