The Detroit Red Wings, of US ice hockey’s top-tier NHL, have brought on board local waste management firm Priority as the franchise’s first-ever jersey patch partner, in a multi-year tie-up.

Through the deal, the Michigan-based brand will have its logo featured on both Detroit’s home and away jerseys, with this having begun at the Red Wings’ 3-5 loss against the New York Islanders late last week.

The tie-up will also see “coordinated sustainability programs” between Priority and the Red Wings, as well as the various other companies owned by the Ilitch Sports + Entertainment group.

In addition to the main jersey patch element of the deal, Priority branding will appear on both the ice and dasherboards at the Red Wings’ Little Caesars Arena home venue and is also set to be included in the Digitally Enhanced Dasherboards (DED) on TV courage of the team’s games.

DED is a system that allows dynamic graphics to be placed over the physical arena dasherboards at NHL stadiums, meaning brands and teams can target specific broadcasting markets with specific advertising and messaging.

Priority will also have a “significant branding presence” at Comerica Park, where the Detroit Tigers MLB baseball side (also owned by the Ilitch family) play their home games.

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Jersey patch partnerships were brought in by the NHL board of governors in August 2021, coming into effect for teams at the start of the 2022-23 campaign.

In January, the Carolina Hurricanes announced steel company Nucor as their official jersey patch sponsor. The Nucor logo will now appear on the upper chest of all Hurricanes jerseys until the end of the 2026-7 season.

The Red Wings currently sit fourth in the eight-team Atlantic Division of the Eastern Conference.

Priority, meanwhile, has been a partner of the Chevrolet Detroit Grand Prix IndyCar Series motor race for the last five years.