North American ice hockey's top-tier NHL has brought in the Norqain Swiss watch brand as a new international commercial partner, through a multi-year deal.
A deal unveiled today gives Bern-based Norqain the designation of official luxury sports watch of the NHL, with Norqain the first brand to hold this title.
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Through this agreement, the watch company gains international licensing rights across the US, Canada, and Europe – it will be able to use the logos of the NHL and of its 32 teams across its products, at retail points of sale, as well as "through events, hospitality, media, digitally enhanced dasherboards [DED], and advertising."
Next year, meanwhile, the two partners will bring out a watch to symbolize their tie-up.
In addition, Norqain is set to secure major brand visibility via broadcasts of the NHL internationally.
Mark Streit, a former NHL icon who co-founded Norqain in 2018, was heavily involved in this deal.
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By GlobalDataIn terms of its other ice hockey associations, Sidney Crosby (the Pittsburgh Penguins captain) holds a stake in Norqain, as does Nashville Predators captain Roman Josi.
Norqain has also been a partner (the official timekeeper) of the invitational Spengler Cup tournament in Davos, Switzerland, since 2019.
Kyle McCann, senior vice president of global business development at the NHL, has said: "Norqain's deep history in hockey made them an ideal brand for the league to partner with, and we look forward to collaborating with their craftsmen to develop individual NHL Club timepieces that carry Norqain's quality, spirit of adventure and independence as a new way for NHL fans to share their passion for our game around the globe.”
In terms of NHL activity in Switzerland, earlier this week, the league announced the opening of a new office in the Swiss city of Zurich, to serve as a European hub.
There are over 10 Swiss players currently active in the NHL, making it one of the most-represented nationalities outside the US and Canada in the league, including four-time All-Star Game participant and Predators team captain Josi.
Ben Küffer, Norqain's chief executive and co-founder, added: "This incredibly exciting partnership with the NHL marks another new high point in Norqain's story and underlines the special relationship we have with the league and the organisation behind it. It’s also a milestone in the history of Swiss watch brands in elite-level sport: never before has a watchmaker of our age and size signed a deal with one of the world’s largest professional sports leagues."
November has also seen the NHL agree a new multi-year agreement with global financial services company Corpay.
