Sarah Bretz, ContributorNorwegian Cruise Line and the National Hockey League (NHL) have announced a multiyear partnership, naming NCL the Official Cruise Line of the NHL. The new venture marks the first time in NCL’s company history that it is partnering with a professional sports league and the first time the NHL is partnering with a cruise line.
The new partnership provides Norwegian Cruise Line with an array of exclusive marketing rights and designations that will connect the NCL brand with the NHL and its fans through the NHL’s marketing, digital, and social media channels. NCL will be the presenting sponsor of the NHL’s weekly top goals content, which will culminate with the coveted goal of the year. Fans can join in on the action by voting on this goal content on NHL platforms for a chance to win various prizes, including the grand prize — a Norwegian Cruise Line voyage.
NHL fans will also have the opportunity to engage with the cruise line at events such as NHL All-Star Weekend, NHL Stadium Series, and NHL Winter Classic with on-site activations, in-arena and in-stadium signage, and more.
The partnership begins immediately, and NCL will receive national U.S. broadcast exposure on ESPN and TNT through Digitally Enhanced Dasherboards, the league’s approach to dynamic dasherboard advertising during its regular season and the Stanley Cup Playoffs games.
As part of the national U.S. DED broadcast exposure, NCL will be the presenting sponsor of the first goal of the game with DED creative shown on every NHL broadcast on ESPN and TNT. Fans will also see the NCL brand displayed on camera visible virtual slot in-ice ads during both regular season and Stanley Cup Playoffs games.
“With the NHL regular season starting in North America today, we are thrilled to welcome NCL to the NHL family as a first-ever cruise line partner of the NHL. Leveraging our award-winning DED signage and connecting the NCL brand to some of our most celebrated in-game moments helps build more excitement for our partnership in a way that is authentic to our fans,” said Jason Jazayeri, NHL Vice President, Business Development. “We look forward to partnering with one of the world’s leading cruise lines and helping drive a deeper connection between their brand and our passionate fanbase.”
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