North American top-tier ice hockey’s NHL has today announced a multi-year deal in Canada with global technology platform Intuit.
Through the deal, the Intuit QuickBooks platform becomes the league’s official small business accounting software.
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The tie-up is effective immediately, and through it Intuit QuickBooks will receive exposure through the NHL’s Digitally Enhanced Dasherboards (DED) program, the system 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.
This will take place during Canadian coverage of NHL action (both regular season and playoffs) through the Rogers Sportsnet broadcaster.
The partnership has been unveiled with the NHL's best-of-seven 2024 Stanley Cup Finals, between the Edmonton Oilers and the Florida Panthers, set to get underway on Saturday (June 8).
In addition to the DED element, the platform will be able to activate “across NHL digital platforms to engage consumers and fans.”
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By GlobalDataChris Falkiner, vice president of business development solutions at the NHL, said: “Intuit QuickBooks sees the value the NHL audience can deliver to drive business efforts, and through our partnership, they will be able to tell creative stories to NHL fans, small business owners, entrepreneurs, and Intuit QuickBooks customers.”
Puja Subrun, Intuit QuickBooks’ director of marketing, added: “A sponsorship with the NHL is an incredibly powerful opportunity for Intuit QuickBooks to foster connection and conversation with Canadians, including those who make up our small business community.”
In total, there are seven Canadian NHL teams – the Oilers, Senators, Toronto Maple Leafs, Montreal Canadiens, Winnipeg Jets, Calgary Flames, and Vancouver Canucks.
In January, the NHL entered into a Canada-specific partnership with the Tylenol pain relief brand.
Other Canada-focused tie-ups include deals with Moosehead Breweries and with Kat Tire.
In mid-April, meanwhile, the 32-team league announced a multi-year commercial tie-up with US sports drink brand BodyArmor.
Intuit is also the naming rights partner of the Intuit Dome in Inglewood, California, the under-construction arena that will be the home of the Los Angeles Clippers, of basketball's NBA, next season.
