Kal Tire has struck a new sponsorship deal with the NHL, making it the Official Tire Expert of the NHL.

This partnership gives Kal Tire a range of exclusive marketing rights and designations that will connect the brand with the NHL and fans through the league’s marketing, digital and social media channels, effective immediately. Kal Tire will also have placements through dynamic digital dasherboards and virtual in-ice ads during regular season and Stanley Cup Playoff games broadcast on Sportsnet in Canada.

Kal Tire will also be involved in various ways at tentpole NHL events such as on-site activation, branded dasherboards and in-arena signage at the 2023 Tim Hortons NHL Heritage Classic in Edmonton and the 2024 NHL All-Star Game in Toronto.

In addition, Kal Tire will have in-store and customer-specific shopper marketing programs at its 260 retail and commercial stores in Canada, and the NHL logo will be featured on Kal Tire products and in-store displays.

“With the NHL regular season starting next week, we are thrilled to welcome Kal Tire to the NHL family where we will provide Kal Tire high-profile brand visibility at NHL games and tentpole events,” said Kyle McMann, the NHL’s SVP of North American business development. “We look forward to working with one of Canada’s leading automotive brands to create unique initiatives that engage our passionate fans and Kal Tire consumers across Kal Tire and NHL media platforms, and in Kal Tire stores across Canada.”

The league-wide partnership builds on Kal Tire existing team sponsorship the Vancouver Canucks. For three years, Kal Tire has also sponsored a “Goal of the Week” segment with Sportsnet.