North American ice hockey’s National Hockey League (NHL) and its player union, the NHL Players Association (NHLPA), have announced a renewal of their long-standing partnership with car rental giant Enterprise.
The extension will see the brand continue as the exclusive official car rental partner of the NHL and NHLPA, and retain its brand visibility across all league touch points, including its linear, digital, and social channels, dasher boards and camera-visible inventory during games and events, and broadcast integrations across North American NHL media rights holders – TNT and ESPN in the US and Rogers in Canada.
Enterprise will also retain non-exclusive partnership rights in categories of its other businesses, used vehicle sales, car sharing, and ride-sharing services.
The renewal extends a partnership between the NHL, NHLPA, and Enterprise that first started ahead of the 2009-10 season and was last extended in October 2023.
Enterprise will continue to activate around NHL tentpole events, including the NHL Winter Classic, NHL All-Star Game, NHL Stadium Series, and Stanley Cup Playoff games.
The 2025-26 NHL campaign began on October 7.
Before the new season, several NHL franchises announced new deals, including the Columbus Blue Jackets and Minnesota Wild, which yesterday unveiled a new local media rights agreement with Main Street Sports Group (MSSG), the US regional sports network formerly known as Diamond Sports Group.
The New York Islanders signed Vanda Pharmaceuticals as a jersey patch partner, with the drugmaker's logo set to appear on the team’s home and away uniforms starting with their season-opening game tonight.
Elsewhere, the Calgary Flames announced energy company Suncor as its away-game jersey patch sponsor, which featured in their first game against the Edmonton Oilers last night.
The Tampa Bay Lightning and its Benchmark International Arena secured a new partnership with the Florida Department of Citrus, which will see Florida Orange Juice offered at home games, with activations including mocktails, pregame giveaways, and interactive product sampling stations.
