Ice hockey’s elite NHL has struck a new multi-year partnership with holiday booking service Expedia as its latest partner across the North American region.
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.
Through this multi-year deal, Expedia will gain a prominent branding presence across NHL operations, including positioning on digital rink-side dasherboards during national broadcasts of regular season and Stanley Cup playoff matches in Canada.
Also included in that are special events through the NHL season such as the All-Star Weekend, Heritage Classic, NHL Winter Classic, and NHL Stadium Series.
The digital dasherboards allow the NHL to tailor its marketing for local, national, and international broadcast feeds.
NHL and Expedia will also activate the partnership digitally, with Expedia becoming the presenting sponsor of the league’s Stanley Cup Playoffs Bracket Challenge and the Stanley Cup Playoffs Second Chance Bracket games.
Furthermore, an Expedia-powered website will be linked to the NHL.com platform that will allow fans to browse travel details through the season.
Speaking on the announcement, Expedia general manager Tracey Webster said: “We’re excited to partner with the NHL to help fans easily plan and book trips to cheer on their favorite team, whether it's traveling for a regular season game or flying across the country for the Stanley Cup Playoffs.
“From take-off to puck drop, Expedia can help fans get there, stay there, and make the most of every NHL travel experience, while saving when they bundle flights, hotels, and more.”
The 2026-27 NHL regular season began on September 29 and will conclude in April ahead of the Stanley Cup playoffs. The campaign will end with the Stanley Cup Finals in June.
Elsewhere in North America, Expedia also sponsors Mexican soccer’s top-flight Liga MX competition, giving it further coverage of elite sport across the continent.
NHL, for its part, has embarked on an early-season sponsorship spree as of late, announcing a significant number of new commercial partnerships. These include tie-ups with Black Box Wines, software giant Adobe, Anheuser-Busch InBev (AB InBev), food delivery service DoorDash, and most recently, a multi-year partnership with Unilever-owned antiperspirant brand Degree.
