The NHL has secured a multi-year sponsorship deal with Norwegian Cruise Line, marking a significant milestone as Norwegian’s first-ever partnership with a professional sports league and the NHL’s first sponsorship with a cruise line. The partnership will officially launch alongside the NHL season opener in North America, which follows two pre-season games between the New Jersey Devils and Buffalo Sabres in Prague.
One of the key highlights of this agreement is Norwegian’s exclusive use of the NHL’s digitally enhanced dasherboard (DED) technology. This innovative advertising feature, introduced in the 2022-23 season, allows Norwegian Cruise Line’s branding to appear virtually on the rink’s boards whenever the first goal is scored during ESPN and TNT televised games. The cruise line will also gain exposure through virtual in-ice advertising placements, enhancing its visibility to a national audience.
Additionally, Norwegian Cruise Line will serve as the presenting sponsor of the NHL’s popular weekly “Top Goals” content series. This series, which celebrates the league’s most exciting goals, will culminate in a “Goal of the Year” highlight. Fans participating in the voting process will have the opportunity to win a vacation package from Norwegian Cruise Line, integrating fan engagement with brand awareness. The cruise line’s branding will also be prominently featured at premier NHL events, such as the NHL All-Star Weekend (next scheduled for 2026), the Stadium Series, and the Winter Classic, further amplifying its presence across major league events.
The partnership was negotiated by NHL VP of Business Development Jason Jazayeri and Senior Director of Business Development Max Paulsen. While the specific financial terms of the agreement were not made public, this collaboration is expected to significantly boost Norwegian Cruise Line’s visibility and engagement with sports fans across the United States.
(Source: Sports Business Journal)
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