NHL sponsors take over Toronto
The NHL’s showcase of sponsors, particularly those with marketing rights in Canada, takes center stage during the upcoming All-Star Weekend in Toronto. Emphasizing diversity and inclusion, the league is set to host various community events alongside the on-ice action. A notable shift is the introduction of different presenting sponsors for the All-Star Game in the…
The NHL’s showcase of sponsors, particularly those with marketing rights in Canada, takes center stage during the upcoming All-Star Weekend in Toronto. Emphasizing diversity and inclusion, the league is set to host various community events alongside the on-ice action.
A notable shift is the introduction of different presenting sponsors for the All-Star Game in the U.S. (Honda) and Canada (Rogers) – a departure from Honda’s exclusive role from 2015 to 2023. In 2022, automotive marketing rights in Canada went to Hyundai, making Honda a U.S.-only sponsor. As the All-Star Game returns to Canada for the first time since 2012, Hyundai’s exclusivity will be safeguarded, with Honda limited to U.S. activations.
Hyundai takes the spotlight as the sole automotive brand on-site in Toronto, leveraging digitally enhanced dasherboard technology to showcase Honda on ABC’s U.S. broadcast and giving Rogers prime visibility on the Sportsnet feed in Canada. DraftKings Sportsbook steps in as the presenting sponsor for the revamped skills competition on Friday night, catering to audiences on both sides of the border.
Over two dozen NHL sponsors and licensees participate in the four-day Fan Fair at the Metro Toronto Convention Centre, title-sponsored by Hyundai. Fan Fair admission is C$25, with ticket discounts available on Friday and Saturday. Highlighted events include the Rogers NHL All-Star Red Carpet, the 2024 NHL Mascot Showdown by Upper Deck, an SAP-sponsored STEM education event for kids, and the NHL All-Star Pride Cup by Scotiabank, featuring the Toronto Gay Hockey Association.
The Hockey for All Rink at Nathan Phillips Square, outside Toronto City Hall, serves as another hub, offering public skating, free skate rentals, and a clinic co-hosted by former NHLers Anthony Stewart and Mark Fraser for girls from Hockey Equality. The league’s All-Star Creator Skate on Saturday features more than 25 hockey-related influencers.
The All-Star Legacy Project, unveiled by the league and Maple Leafs Sports & Entertainment, involves a $500,000 investment to revitalize ball and ice hockey rinks at three city parks. The Maple Leafs contribute to the festivities by hosting a celebrity ball hockey game at the MLSE Launchpad, a youth center in the area.
