North American ice hockey's National Hockey League (NHL), and its player labor union the NHL Players Association (NHLPA), have announced the extension of their long-running tie-ups with car rental giant Enterprise.

The sponsorship renewal will see the brand continue as the exclusive official car rental partner of the NHL and NHLPA, and maintain promotional visibility across all media channels, in-games, and broadcast integrations.

NHL players, as part of the NHLPA agreement, can continue to be involved in marketing for Enterprise services, while Enterprise will continue to partner with NHL clubs locally and large-scale NHL events such as the All-Star game nationally.

Enterprise will also maintain non-exclusive partnership rights in the categories of its other businesses, used vehicle sales, car sharing, and ride-sharing services.

The company has sponsored the NHL and NHLPA since the onset of the 2009-10 season.

Kyle Sanborn, vice president of global brand strategy and marketing activations at enterprise stated: “We’ve built a strong relationship with NHL fans, and we are eager to continue to grow that connection and use this opportunity to showcase the breadth of our offerings across the mobility landscape.”

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Sanborn added: “We will continue to work with the NHL and NHLPA on opportunities to support the growth of the game and to positively impact communities in which we have local partnerships.

The NHL has secured several commercial deals ahead of the start of the 2023-24 regular season on October 10.

Earlier this month, Canadian tire retailer Kal Tire signed a multi-year deal with the NHL to become the league’s official tire expert in Canada.

This partnership grants Kal Tire exclusive marketing rights and designations across the NHL’s marketing, digital, and social media channels.

Enterprise is also partnered with UEFA, European soccer’s governing body, to sponsor its secondary and tertiary international club competitions, the Europa League and Europa Conference League.

The deal covers the cycle from the beginning of the 2021-22 season through the current 2023-24 campaign.