J.P. Wiser’s is adding this deal to its existing agreements with the Montreal Canadiens, Detroit Red Wings, and Pittsburgh Penguins. (NHL imagery)

North American ice hockey’s top-tier NHL has struck a deal with Canadian whisky brand J.P. Wiser’s.

Through a multi-year tie-up unveiled today, the brand becomes the official whisky of the 32-team NHL.

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J.P. Wiser’s is adding this league-wide deal to its existing agreements with three specific NHL sides – the Montreal Canadiens, Detroit Red Wings, and Pittsburgh Penguins.

The deal will involve cross-promotional activities between the pair, including co-branded merchandise, in-store signings, and social media contests, as well as limited-edition whisky.

In addition, the brand will be visible across NHL broadcasts in Canada on the Sportsnet and Amazon Prime Video platforms.

On those broadcasts, J.P. Wiser’s will receive prominent branding through the Digitally Enhanced Dasherboards program that allows dynamic graphics to be placed over the physical arena dasherboards at NHL stadiums, meaning the league and the teams can target specific broadcasting markets with specific advertising and messaging.

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This deal has been unveiled with the 2024-25 NHL regular season – containing seven Canadian teams – having got underway on October 4.

The NHL yesterday announced Norwegian Cruise Line as a partner in a multi-year deal, while earlier this month the league agreed a new licensing deal with Inspired Entertainment, the gaming technology company.

Other Canada-specific NHL tie-ups, meanwhile, include agreements with global technology platform Intuit and with Labatt Breweries of Canada, the brewing company owned by Anheuser-Busch InBev.

The NHL’s seven Canadian sides are the Edmonton Oilers (last season’s Stanley Cup runners-up), Ottawa Senators, Toronto Maple Leafs, Montreal Canadiens, Winnipeg Jets, Calgary Flames, and Vancouver Canucks.