Heavy machinery company Caterpillar has added another sports sponsorship, becoming the official heavy equipment and industrial power sponsor of the NHL.

Beginning this fall with the 2022-23 NHL season, Cat’s heavy machinery and power generators will be integrated into with TV-visible signage and in-arena branding at marquee events such as All-Star Weekend, Stadium Series and NHL Winter Classic.

People will be the focus on the sponsorship from the brand, highlighting those who manufacture, sell and operate Caterpillar products and services.

The NHL will also work with the company to promote hockey in local communities through Caterpillar’s network of dealers, while Caterpillar and those dealers will keep an eye out for opportunities to provide behind-the-scenes products and services to support NHL games and special events.

“Caterpillar and the National Hockey League both represent committed and passionate doers who work hard as part of a team to accomplish a goal,” said Yvette Morrison, global head of marketing and brand for Caterpillar. “We will use this sponsorship to engage with customers and employees providing them with an enjoyable experience.”

Length and financial terms of the sponsorship were not disclosed.

The deal is the latest new sports sponsorship Caterpillar has signed recently. Last month, the company signed a sponsorship deal with MLS in North America. At the time, Morrison said working with MLS would give the brand access to one of the youngest, most diverse audiences in sports.

For the NHL’s part, it has been signing new partners and extending deals with some of its biggest existing sponsors.