North American ice hockey’s elite NHL has agreed a new multi-year partnership with athletic footwear company Nobull.
Effective immediately, Nobull will serve as the official training footwear of the NHL, and will gain prominent branding presence throughout the season, including on the league’s social media and digital channels.
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In order to illustrate the partnership, Nobull footwear will be provided to players and staff across the league’s 32 franchises.
The brand will also activate throughout the season alongside the league, including an in-person presence at tentpole NHL events such as the annual Winter Classic and Stadium Series games.
Nobull already has partnerships in place with the likes of golf’s elite PGA Tour (a six-year deal inaugurated in 2022) and the NFL (in a multi-year agreement to support the annual NFL Combine).
The deal comes in a week when it has been revealed that the NHL’s prestigious All-Star game will be next held in 2027, and is to be hosted by the New York Islanders franchise at its UBS Arena home.
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By GlobalDataDue to the upcoming 2026 Winter Olympic Games, which take place across February and feature a host of NHL players competing, the 2026 NHL All-Star Weekend festivities were cancelled back in April.
UBS Arena will now stage a full slate of All-Star festivities in 2027.
The 17,255-capacity venue is one of the newest in the NHL, having been opened in 2021, with naming rights sponsorship provided by the titular global financial services firm.
