The National Hockey League has inked a multi-year Canadian partnership naming Intuit QuickBooks the Official Small Business Accounting Software of the NHL. Intuit is the global technology platform behind QuickBooks, TurboTax, Credit Karma and Mailchimp. Intuit has about 100 million customers using its products worldwide.

The partnership is effective immediately and gives Intuit QuickBooks several exclusive NHL marketing rights and designations to use in national advertising, marketing and promotional initiatives.

Puja Suburn, director of marketing at Intuit QuickBooks Canada says, “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. Especially as we start to see the face of entrepreneurship change with younger and more diverse business owners entering the landscape, we want to reach them early in their business journey to let them know that QuickBooks is on their team.”

Intuit QuickBooks and the NHL will work to bring fans and entrepreneurs unique experiences throughout the partnership, including broadcast exposure through Digitally Enhanced Dasherboards, the ability to activate across NHL digital platforms to engage consumers and fans plus an opportunity for Intuit QuickBooks to showcase inspiring stories of small businesses in Canada.

According to a survey from Intuit QuickBooks, nearly one in three Canadians consider themselves an entrepreneur, and the NHL partnership provides a unique opportunity for QuickBooks to connect with Canadians through the official national winter sport of the country.