Norwegian Cruise Line (NCL), the global cruise company, and the National Hockey League (NHL), have announced a multiyear US partnership, starting immediately, designating NCL as the official cruise line of the NHL.
This marks the first time that NCL has partnered with a professional sports league, and the first time the NHL has partnered with a cruise line.
As part of the new partnership, NCL will receive exclusive marketing rights and designations through the NHL’s marketing, digital, and social media channels.
NCL will also be the presenting sponsor of the NHL’s weekly top goals content, including the goal of the year. Viewers who vote on this goal content on NHL platforms will have a chance to win prizes, including a complimentary NCL cruise.
The cruise line will also be present at NHL events such as NHL All-Star Weekend, NHL Stadium Series, and NHL Winter Classic via on-site activations, as well as via in-arena and in-stadium signage.
In addition, NCL will have a brand presence through Digitally Enhanced Dasherboards (DED), the league’s dynamic dasherboard advertising program, during the NHL’s regular season as well as during Stanley Cup Playoffs games.
Indeed, NCL will be the presenting sponsor of the first goal of each game on the DED on every NHL broadcast on ESPN and TNT in the United States. Viewers will also see the NCL branding displayed on camera visible virtual slot in-ice ads during NHL regular season games and Stanley Cup Playoffs games.
Jason Jazayeri, NHL vice president of business development, said: “With the NHL regular season starting in North America today, we are thrilled to welcome NCL to the NHL family as a first-ever cruise line partner of the NHL.
“Leveraging our award-winning DED signage and connecting the NCL brand to some of our most celebrated in-game moments helps build more excitement for our partnership in a way that is authentic to our fans.”
Adam Malone, chief marketing officer for NCL, added: “Through this partnership, the NHL has provided a fantastic platform for us to connect with their fans.”
Last week the NHL agreed a new licensing deal with Inspired Entertainment, the gaming technology company.
The agreement grants Inspired rights to develop its interactive, fixed odds Virtual Sports games featuring the NHL logo and NHL Club jerseys and names.
