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