Honda and the NHL have said the new deal will focus on sustainability. (NHL/Honda imagery)

North American ice hockey’s NHL has today announced its long-term partner, Japanese car manufacturer Honda, will remain its official automotive partner in the US after striking a multi-year deal extension.

Under the renewal, Honda will continue to have a presence at NHL marquee events throughout each season, including title sponsorship of the NHL All-Star Weekend on Long Island, and as one of the league’s partners of its Winter Classic, Four Nations Face-Off and Stadium Series.

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Honda will also gain a brand presence on digital dasherboards and in-ice ads during all nationally broadcast games on sports broadcasters ESPN and TNT in the US throughout the regular NHL season and Stanley Cup Playoffs.

The NHL is in the third season of seven-year, co-exclusive media rights agreements with ESPN and Turner, owner of TNT. ESPN is paying $2.8 billion – or $400 million a year – for its deal with the league, while Turner’s contract is worth $1.6 billion, or $225 million per season.

Honda and the NHL have said the new deal will focus on sustainability, with the car brand using its platform to introduce its electric series and support the NHL’s sustainability efforts.

Phil Hruska, senior manager of marketing at Honda, has commented: “As we enter a new era of innovation with Honda products and advance our commitment to a sustainable future, we are pleased to continue our relationship with the NHL and hope to connect with NHL fans for more unforgettable experiences that align with this direction.”

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Kyle McMann, NHL senior vice-president of Global Business Development, added: “As one of our longest continuous partnerships in the United States, Honda continues being an incredible partner of the NHL and the sport of hockey.

“This extended partnership will see Honda continue to engage fans across the hockey ecosystem, including a significant presence for the upcoming Four Nations Face-Off tournament along with our new Skating to Sustainability video series that will educate fans on important League environmental sustainability efforts.”

Honda has been an official partner of the NHL since the start of the 2007-08 season, with the relationship expanding to include Canada between the 2014-15 and 2021-22 seasons before reverting to only the United States.

Honda currently holds naming rights to the home of the NHL’s Anaheim Ducks until 2031 after striking an extension with Anaheim Arena Management in 2020. The deal, which began in 2006, sees the arena named the Honda Center.