The National Hockey League has secured a multi-year global partnership with construction equipment manufacturer Caterpillar Inc., which has been designated the official heavy equipment and industrial power sponsor of the league.
Starting this fall with the arrival of the 2022-23 NHL regular season, the sponsorship follows Caterpillar’s recent multi-year partnership with Major League Soccer as the company looks to broaden its reach.
Caterpillar will secure broadcast-visible signage and in-arena branding at the league’s marquee events including All-Star Weekend, Stadium Series, and the Winter Classic. The NHL will also work with the company to promote ice hockey in local communities through Caterpillar’s network of dealers.
There will also be opportunities for Caterpillar and its dealers to provide behind-the-scenes products and services to support NHL games and special events.
“We are excited to welcome Caterpillar to the NHL family to engage our passionate fans and Caterpillar’s customers around the globe,” said Max Paulsen, NHL senior director of business development. “Caterpillar is one of the top brands in the world and aligns with the many attributes our great sport embodies. We look forward to creating compelling and unique initiatives that will delight new and existing fans while providing Caterpillar extensive brand visibility at our tentpole events and across NHL media platforms.”
The deal comes with the NHL poised to set a new league revenue record for the 2021-22 season, surpassing $5.2bn (€5bn) and reflecting a new strength for the sport amid the Covid-19 pandemic.
SOURCE: https://www.sportbusiness.com/news/nhl-caterpillar-secure-multiyear-global-partnership/