North American ice hockey's NHL has today unveiled a new multi-year commercial tie-up with long-term associate NFP, a Canadian insurance and consulting firm.

Through the North America-focused deal, NFP becomes the 32-team league’s business insurance brokerage partner.

NFP will receive a range of exclusive marketing rights and designations that will connect the brand with the NHL and its fans across marketing, digital, and social media channels.

The deal will also entail NFP receiving broadcast exposure across Digitally Enhanced Dasherboards, 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.

The league, in addition, has said that the NFP brand and logo will also “be visible in various ways at NHL events, such as with branded dasherboards and in-arena and in-stadium signage.”

These events will include the NHL Winter Classic, the NHL Stadium Series, and the NHL All-Star Weekend.

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While there has been a relationship in place between the NHL and NFP for over 30 years, the league said this has now been upgraded to a full partnership – NFP’s first with a national sports league.

Keith Wachtel, chief business officer and senior executive vice president at the NHL, has stated: “NFP sees the immense value the NHL audience can deliver to drive business, and through our partnership, NFP will be able to tell impactful stories to NHL fans and NFP customers around ways we are working together while also engaging with future customers through unforgettable hospitality experiences at tentpole league events.”

Doug Hammond, chair and chief executive at NFP, added: "Long-term partnerships are at the heart of NFP’s success and our relationship with the NHL is one that we are particularly proud of. Over the past several decades, we’ve supported the league’s growth and success with specialized risk management expertise and insurance solutions. We look forward to continuing to deliver value to the NHL's business while seizing the opportunities of this new element of our partnership.”

Earlier this month, the NHL entered into a commercial deal covering the Canadian market with the Tylenol pain relief brand.

Tylenol is now the league’s official pain, cold, and flu symptom relief partner.

The NHL 2023-24 regular campaign runs up until April 18, with the Stanley Cup Playoffs and Finals then continuing into June.