North American top-tier ice hockey’s NHL has today announced a multi-year deal in Canada with global technology platform Intuit.

Through the deal, the Intuit QuickBooks platform becomes the league’s official small business accounting software.

The tie-up is effective immediately, and through it Intuit QuickBooks will receive exposure through the NHL’s Digitally Enhanced Dasherboards (DED) program, the system that allows dynamic graphics to be placed over the physical arena dasherboards at NHL stadiums, meaning the league and the teams can target specific broadcasting markets with specific advertising and messaging.

This will take place during Canadian coverage of NHL action (both regular season and playoffs) through the Rogers Sportsnet broadcaster.

The partnership has been unveiled with the NHL's best-of-seven 2024 Stanley Cup Finals, between the Edmonton Oilers and the Florida Panthers, set to get underway on Saturday (June 8).

In addition to the DED element, the platform will be able to activate “across NHL digital platforms to engage consumers and fans.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Chris Falkiner, vice president of business development solutions at the NHL, said: “Intuit QuickBooks sees the value the NHL audience can deliver to drive business efforts, and through our partnership, they will be able to tell creative stories to NHL fans, small business owners, entrepreneurs, and Intuit QuickBooks customers.”

Puja Subrun, Intuit QuickBooks’ director of marketing, added: “A sponsorship with the NHL is an incredibly powerful opportunity for Intuit QuickBooks to foster connection and conversation with Canadians, including those who make up our small business community.”

In total, there are seven Canadian NHL teams – the Oilers, Senators, Toronto Maple Leafs, Montreal Canadiens, Winnipeg Jets, Calgary Flames, and Vancouver Canucks.

In January, the NHL entered into a Canada-specific partnership with the Tylenol pain relief brand.

Other Canada-focused tie-ups include deals with Moosehead Breweries and with Kat Tire.

In mid-April, meanwhile, the 32-team league announced a multi-year commercial tie-up with US sports drink brand BodyArmor.

Intuit is also the naming rights partner of the Intuit Dome in Inglewood, California, the under-construction arena that will be the home of the Los Angeles Clippers, of basketball's NBA, next season.