(Image courtesy of the NHL)
The NHL announced Thursday it has signed a multi-year partnership with Swiss watchmaker Norqain making it the first brand to hold the designation as official luxury sports watch of the league.
The family-owned independent watch company will have full international licensing rights in Canada, the U.S. and Europe to use the NHL’s and its 32 teams’ logos and branding in products, at retail points of sale and through events, hospitality, media, digitally enhanced dasherboards and advertising. In addition, the partnership will give Norqain brand visibility during NHL TV broadcasts across North America and beyond.
In 2026, the NHL and Norqain will introduce a special watch symbolizing the partnership.
The luxury watchmaker has deep ties to hockey. Mark Streit, co-founder and member of the board of directors since 2018, is a former NHL player and the first Swiss-born player to captain an NHL team. Norqain shareholders include Pittsburgh Penguins captain Sidney Crosby (pictured wearing a Norqain watch) and Swiss-born Roman Josi, the current captain of the Nashville Predators.
GoodLife named official gym and fitness studio partner of Team Canada
The Canadian Olympic Committee (COC) has named GoodLife Fitness its official gym and fitness studio partner for the Milano Cortina 2026 and Los Angeles 2028 Olympic Games.
As part of the deal, GoodLife will provide memberships to hundreds of Team Canada athletes, providing them access to all of its locations across the country to support them as they train.
To launch the new partnership, GoodLife is working with Olympians like Elvis Stojko, Deanna Stellato-Dudek, Maxime Deschamps and Brett Gallant and future hopeful Daryl Watts to deliver content on social media to generate early fan excitement for the upcoming Winter Olympics. Content lives Instagram and YouTube and will also air in GoodLife gyms leading up to and throughout the Games.
There is also a “Go for Gold with Team Canada” contest throughout November to give Canadians the chance to win two tickets to the Games in Milano Cortina, Italy.
Toronto Tempo teams up with TurboTax Canada
The Toronto Tempo WNBA team announced on Wednesday it had signed TurboTax Canada as its newest partner and is kicking off the collaboration with an initiative aimed at shaping the game-day fan experience.
Canadian actress and TV personality Lilly Singh, who is part of the Tempo ownership group, will promote the “Mascot Aura Audit” on owned social channels to encourage participation.
Fans have until Nov. 26 to answer questions to contribute to the team mascot’s playbook – things like which song do they want to hear before tip-off and what should be the chant following a win. One entrant will win a $500 gift card to the team’s official shop.
TurboTax Canada will “crunch the numbers” and analyze fan input. The Tempo’s mascot will be unveiled in the new year, which is when the team kicks off its inaugural season.
-With files from Sherry Noik
