North American ice hockey's top-tier NHL has struck a major commercial deal with global logistics and delivery heavyweight DHL, aimed at growing the league's European presence.
Through a multi-year international and Europe-focused tie-up unveiled today, DHL becomes an official shipping and logistics sponsor for the 32-team NHL.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
This comes ahead of four NHL games taking place in Europe next month – two in Finland, featuring the Carolina Hurricanes and Seattle Kraken, and two in Dusseldorf (Germany), as the Chicago Blackhawks and Ottawa Senators face off. Four more are then scheduled for 2027.
During European game broadcasts, fans will see the DHL brand through the NHL's digitally-enhanced dasherboards scheme, as well as on virtual advertisements.
In addition, DHL will be permitted to include players from the league in its marketing campaigns across the continent, and will also receive signage and branding opportunities during NHL Global Series Games – and during World Cup of Hockey action in 2028.
There will be co-branded campaigns jointly created by the two parties, as well as activations at the NHL's Global Series Fan Fest in Dusseldorf – and at other Fan Fests throughout the season.
DHL will also act as the presenting partner of an NHL-sponsored grassroots hockey program in "a core European market each season."
Around one-third of the total number of contracted NHL players are European, with Sweden and Finland two particular sources of talent.
In terms of the NHL's recent commercial activity, earlier this month, the league and travel booking service Expedia announced a new deal.
Expedia will be the official travel partner of the NHL in the US and Canada, the two territories where NHL teams are based, while also retaining exclusivity in the online travel, vacation rentals, and hotels sponsorship categories.
Other tie-ups unveiled over the last few months include deals with Black Box Wines, software giant Adobe, Anheuser-Busch InBev (AB InBev), food delivery service DoorDash, and Unilever-owned antiperspirant brand Degree.
The most recent sports sponsorship deal struck by DHL dates back to late August – a short-term agreement with the Professional Triathletes Organisation.
The delivery and logistics powerhouse is also a prominent sponsor across rugby union, cricket, motor racing (through a Formula 1 tie-up), and soccer.
