Tourism Prince Edward Island (PEI) and the National Hockey League (NHL) have signed a multiyear North American partnership, naming Tourism Prince Edward Island the Official Travel Destination Partner of the NHL.  The new partnership provides Tourism PEI with a range of marketing assets and designations that will connect the brand with the NHL and its fans through the league’s marketing, digital and social media channels. The deal includes broadcast exposure during tentpole NHL events through its dynamic Digitally-Enhanced Dasherboards, as well as a league business meeting in PEI attended by NHL partners, employees and other guests.

Cory Deagle, PEI Minister of Fisheries, Tourism, Sport and Culture, says, “When our Island’s tourism industry was provided this opportunity, Tourism Prince Edward Island and the Government of Prince Edward Island recognized how huge this partnership could be. The NHL is a trusted organization with massive reach – having millions of loyal NHL viewers seeing PEI on their screens has exciting potential and the brand association with the NHL is a natural fit for our province. This collaboration not only strengthens our position as a premier tourism destination but also presents us with a platform to engage with the NHL’s global fan base as Prince Edward Island looks to grow and strengthen our tourism brand.”

As part of the partnership, the brand will be displayed through various marketing activations during the Boston Bruins vs Tampa Bay Lightning game February 13 in Boston, a key market for Prince Edward Island tourism. During the recent 2024 NHL All-Star Weekend in Toronto, fans had the opportunity to visit Tourism Prince Edward Island’s All-Star Clubhouse at the 2024 Hyundai NHL Fan Fair to experience on-site activations, branded Dasherboards and in-arena signage.

Keith Wachtel, NHL chief business officer and senior executive VP, says, “Through our partnership, we look forward to showcasing all of the best Prince Edward Island has to offer to our passionate fans. Prince Edward Island has a great history with the NHL as 35 Players from PEI have played in the league, and we are excited to highlight what an incredible tourist destination Prince Edward Island is.”

Tourism PEI was established as a provincial crown corporation in June 1999 and champions Prince Edward Island’s tourism industry and markets the province as a premier tourist destination.