North American ice hockey's NHL has added to its already significant level of commercial activity over recent weeks by striking a deal with California's Black Box Wines.
Through a multi-year tie-up between those two parties, unveiled today, Black Box – an E. & J. Gallo Winery brand – becomes the inaugural official wine partner of the 32-team NHL.
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The agreement has been disclosed with the 2026-27 NHL regular season having begun on September 29 (earlier this week).
The agreement will see Black Box activate the deal from 2027 onwards, through NHL platform integrations, in-venue content, social and digital platforms, retail outlets, and via the NHL's Digitally Enhanced Dasherboard scheme.
In addition, the brand will also have a presence at a range of marquee NHL events, including the NHL Stadium Series and the post-season Stanley Cup Playoffs.
There will also be the introduction of 'Wine Wednesdays', a marketing platform aimed at one of the premier ice hockey broadcasting nights of the week in North America.
Jason Jazayeri, group vice president of business development at the NHL, commented: "At the NHL, we strive to build partnerships rooted in authenticity, creating organic ways for our partner brands to become ingrained in how and where our fans experience hockey. Wine Wednesdays is a great example of that – building on existing appointment viewing to create a social occasion that brings fans together around hockey."
For the ice hockey league, this follows on from a range of other commercial deals having been unveiled in the last few weeks.
These include new tie-ups with software giant Adobe, Anheuser-Busch InBev (AB InBev), and food delivery service DoorDash.
Through the AB InBev deal, Michelob Ultra is the NHL's main other alcohol sponsor.
Nathan Barras, Gallo vice president of marketing, added: "Through Wine Wednesdays, we have an opportunity to become part of the rituals and traditions that make hockey fandom so special, from gathering with friends for midweek games to hosting watch parties during the Stanley Cup Playoffs."
