In some big sponsorship news, Honda has renewed its deal with the NHL as the official vehicle. One big difference in this deal compared to the past Honda deal is that it only covers the United States.
The new U.S. deal is for three years and will see Honda increase spending when it comes to marketing the league throughout the States. Honda will continue to be the presenting sponsor for the NHL SuperSkills and All Star MVP Award for the next two All-Star games held in the US. Honda will also get additional ad placement during all league events and will boost their ad placements with the league’s digital and television partners. Honda has also promised to be increase sponsorship activation at league events including the Winter Classic, NHL Draft and NHL Awards.
“With the considerable growth and popularity of hockey and the improved and robust media offerings in the last couple of years, the NHL continues to provide us with broader media buy options and greater exposure platforms,” Tom Peyton, Honda Brand Manager, said in a statement. “This partnership continues to be a great fit for Honda as we share a similar and attractive demographic with the NHL – young, affluent and educated.”
“Honda has been a great partner for the NHL supporting hockey at every level and we look forward to continuing to align ourselves with a leader in the automotive industry,” said Keith Wachtel, NHL Sr. VP of Integrated Sales in a statement. “The NHL will continue to work with Honda to develop unique media and event platforms that will expand the reach of our game and connect with the most loyal and passionate fan base in sports.”
NHL officials are actively looking for a new partner for Canada. It seems hard to believe that the league won’t find a partner in Canada but there’s not much time left. It had earlier been speculated by some in the media that Honda was backing away from the league after the Zdeno Chara/Max Pacioretty incident. After Air Canada threatened to pull its team sponsorships, it was revealed that Honda wasn’t renewing its sponsorship. Evidently, that was only a coincidence as the company has now renewed albeit in a different format.