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The NHL and NHL Players’ Association (NHLPA) today announced they have extended their agreement with Enterprise as their official rental car partner.
Enterprise has been a sponsor since the 2009-10 season. The league declined to disclose the term of the extension.
The Enterprise brand will continue to have a national marketing presence across all league touchpoints, including the NHL’s linear, digital and social channels, digitally enhanced dasherboards, camera-visible in-arena inventory during games and events and broadcast integrations across North American NHL media rightsholders (Rogers in Canada, and TNT and ESPN in the U.S.).
In addition, Enterprise will maintain its existing local market partnerships with all Canadian NHL clubs (with the exception of the Toronto Maple Leafs) and is planning fan activations around NHL events like the Winter Classic, the All-Star Game, the Stadium Series and the Stanley Cup playoffs.
A spokesperson for the NHL tells Media in Canada that players will continue to feature in Enterprise’s promotional and advertising efforts as part of the partnership.
Alterra teams with apparel brands Icebreaker and Smartwool at select resorts
Ski-destination company Alterra has signed a four-year agreement to give apparel brands Icebreaker and Smartwool exclusive marketing access to select properties in North America.
In Canada, Icebreaker is now the official base layer and winter mid-layer partner of Blue Mountain in Ontario, CMH Heli-Skiing & Summer Adventures in Alberta and Mike Wiegele Helicopter Skiing in B.C., while Smartwool is the official base layer and winter mid-layer partner at Mont Tremblant in Quebec.
In addition, the brands will be outfitting ski patrol members and heli-skiing guides across Alterra’s network with their merino wool products, which will also be available to purchase in resort shops.
The companies said they are also developing immersive on-mountain activations for guests, which will be promoted on the brands’ social media channels.
Colorado-based Alterra Mountain Company owns 19 mountain destinations across the U.S. and Canada, in addition to the Ikon Pass which provides access to international ski resorts. Icebreaker and Smartwool are both owned by Colorado-based VF Corporation.
