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Volume 26 No. 7
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NHL Spons-O-Meter: League Starts With 14 North American Partners

The NHL enters the ’18-19 season with five brands as “global partners,” while another 14 brands are partners across North America. The league has six U.S.-only partners and eight Canada-only partners as well. Coming into the first full season as a North American partner is Jagermeister, which agreed to a deal last month to become the league’s official liquor shot. Honda also extended its North American deal with the NHL last month. The automaker will sponsor the All-Star Game for the fifth consecutive year. NHL corporate partnership benefits vary from deal to deal, but they typically include category exclusivity, use of league marks for ads and promo purposes, event signage, media exposure through radio, print and TV ads, as well as various hospitality benefits. The group below does not include media partners.

BRAND
CATEGORY
GLOBAL PARTNERS
ORG Packaging
Industrial metal packaging products
EA Sports
Video game
Adidas
Outfitter
Apple
Mobile phone, tablet, computer, connected watch/smart watch
SAP
Cloud software
NORTH AMERICAN PARTNERS
Bridgestone
Tires
Chemours
Refrigerant
Enterprise
Rent-a-Car
Federal Mogul
Wiper Blades, oil filters, spark plugs
Honda
Vehicle
Kraft Heinz
Food
Las Vegas Convention & Visitors Authority
Home of NHL Awards Show
MillerCoors/Molson Coors
Beer
PepsiCo
Soft drink, energy drink, water, snack
PPG Paints
Paint
SiriusXM
Satellite radio
Starwood Hotels
Hotel
Ticketmaster
Primary ticket solutions
Upper Deck
Trading card
U.S.-ONLY PARTNERS
Discover
Credit card
Dunkin' Donuts
Coffee, tea, iced cappuccino, breakfast, donut
Cigna
Health insurance
GEICO
Automotive insurance
Jagermeister
Liquor shot
New Amsterdam Vodka
Vodka
CANADA-ONLY PARTNERS
Canadian Tire
Home improvement retailer
Danone (Oikos)
Yogurt
Hershey's
Confections
Mitsubishi Electric
Heating, ventilation, AC, HVAC, hand dryers
Rogers
Telecom
Scotiabank
Bank, financial services, affinity card, credit card
Tim Hortons
Coffee, tea, iced cappuccino, breakfast, donut
Visa
Credit card
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