• by Tanya Gazdik , May 7, 2024

More than three dozen brands across the United States and Canada are activating NHL-themed advertising, promotion and contests during the 2024 Stanley Cup playoffs and final.

New NHL partners activating include Hyundai Canada, AstraZeneca, Bodyarmor, ESPNBet, Tylenol, Truly and Harvey’s. 

The number of “blue-chip global brands” activating is on par with last year, according to an NHL spokesperson. 

The playoffs offer a “fantastic marketing platform” for creating new content, says Brian Jennings, NHL chief brand officer and senior executive vice president.

Bodyarmor is now the “Official Sports Drink of the NHL” with its bottled product and sideline equipment on the benches and in locker rooms during each game. The brand has several NHL-themed sizzle videos, a press and influencer campaign, and exclusive creative that showcases its association with the NHL.

Hyundai Canada is launching a 2024 Santa Fe TV spot. The automaker aims to create more affinity with hockey fans by featuring “Keeper of the Cup” Phil Pritchard and the Stanley Cup in their new “Cup Worthy” TV creative. The automaker is positioning itself as the brand that is “made for those who drive hockey.”

Honda is celebrating its 17th year as the Official Vehicle and Automotive Partner of the NHL. Throughout the 2024 Stanley Cup Playoffs and Final, Honda is running ad inventory on linear TV and on digitally enhanced dasherboards.

AstraZeneca launched a new spot with NY Rangers defenseman Jacob Trouba encouraging hockey fans to get screened for cancer and encourage their loved ones to do the same. 

Other brands activating include GEICO, which is launching multiple NHL-themed pieces of social content highlighting its new “Get More with GEICO” campaign. New Amsterdam Vodka will be presenting sponsor of Stanley Cup Live, an NHL-produced live YouTube show during the Stanley Cup final.

Great Clips launched the second year of the “Show Your Flow” campaign, which asks hockey fans to showcase their unique hockey hair for a chance to be enshrined in the Hockey Hair Hall of Fame. MassMutual will release a new commercial spot to promote its “Planning and Protection” message, which will celebrate the past, present and future eras of NHL players.

In Canada, Tim Hortons is running an NHL Trading Card Program for the second year in a row, highlighting the greatest duos of the game. Tim Hortons has developed a full campaign including social, digital, POP creative and national TV spots.