• by Tanya Gazdik , October 5, 2023

Enterprise is expected to announce this morning that it has signed a multiyear extension deal of its North American partnership with the National Hockey League and National Hockey League Players’ Association. 

Enterprise is the flagship brand of Enterprise Holdings, which has been an NHL and NHLPA sponsor since the 2009-10 NHL season.

The partnership has created an “incredible platform” for the brand to reach new mobility audiences across North America, says Kyle Sanborn, vice president of global brand strategy and marketing activation at Enterprise Holdings. 

In addition to maintaining its exclusive status as the official rental car partner of the NHL and NHLPA, Enterprise is also retaining non-exclusive rights in the used vehicle sales, car sharing and ride sharing services categories. 

As part of the partnership extension, the Enterprise brand will continue to have a national marketing presence across all League touch points, including the NHL's digital and social channels, camera-visible in-arena inventory during games and events, and broadcast integrations across TNT and ESPN.

The brand will maintain local market partnerships with a number of NHL Clubs and will continue to activate around NHL tentpole events like the NHL Winter Classic, NHL All-Star Game, NHL Stadium Series, and Stanley Cup Playoffs games.

“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,” Sanborn says.

Meanwhile, Kal Tire and the NHL entered into a multiyear Canadian partnership, naming Kal Tire the Official Tire Expert of the NHL. The new agreement provides Kal Tire with an array of exclusive marketing rights that will connect the brand with the NHL and its fans through the NHL’s marketing, digital, and social media channels

Kal Tire will receive broadcast exposure through Digitally Enhanced Dasherboards, the League’s advanced approach to dynamic dasherboard advertising during NHL regular season and Stanley Cup Playoffs games broadcast on Rogers Sportsnet in Canada. 

Fans will also see the Kal Tire brand displayed in camera visible virtual slot in-ice ads during NHL regular season games and Stanley Cup Playoffs games broadcast on Rogers Sportsnet in Canada.