North American ice hockey's top-tier NHL has entered into a multi-year international commercial deal with German retail chain Kaufland.
Through a tie-up unveiled today, the brand becomes the presenting sponsor for the NHL's upcoming two-game Germany series, now called the NHL Global Series Germany presented by Kaufland. It will then retain this role for the duration of the tie-up.
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The Germany games will take place on December 18 and 20 in Dusseldorf, with the Ottawa Senators and Chicago Blackhawks competing in both.
In addition, Kaufland becomes the 32-team league's official grocery retail partner in Germany, Czechia, and Slovakia.
The brand is now set to benefit from in-arena brand presence at the two Dusseldorf games, as well as on digitally-enhanced dasherboards, and on virtual in-ice advertisements during game broadcasts (including during broadcasts of games at Europe-friendly times).
In terms of Kaufland's upcoming activations, meanwhile, the supermarket chain is set to provide both in-store and digital fan experiences, the opportunity to win NHL-themed prizes, and "integration of the NHL brand" into its print and digital marketing efforts.
Jason Jazayeri, group vice president of business development at the NHL, commented: "Kaufland’s extensive reach and deep connection to consumers make them an ideal partner as we continue to grow the NHL’s presence across Europe. Together, we have a tremendous opportunity to bring hockey closer to fans through meaningful engagement at retail, across our Global Series events and in local communities."
This Germany-specific tie-up follows on from the NHL unveiling a major agreement – Europe-wide – with global logistics and delivery giant DHL, late last month.
That deal covers the Germany games, as well as a pair of games taking place in Finland later this month, featuring the Carolina Hurricanes and Seattle Kraken.
Around one-third of the total number of contracted NHL players are European.
Michael Luttgen, a member of the executive board at Kaufland, added: "Ice hockey is not new territory for us: in the Czech Republic and Slovakia, we at Kaufland have already been successfully involved in the sport for years. Together with the NHL, we are now taking this commitment to a new international level."
Elsewhere in sports, Kaufland is also a partner of the International Ski and Snowboard Federation, as well as of the German Ski Association.
In terms of other recent NHL commercial activity, mid-October saw the ice hockey league and holiday booking service Expedia announce a new deal.
