SiriusXM has title sponsorship of the Hockeytown Winter Festival, which will now be known as the SiriusXM Hockeytown Winter Festival. The festival is set to take place at downtown Detroit’s Comerica Park during the final two weeks of December as the Detroit Red Wings prepare to host the Toronto Maple Leafs at Michigan Stadium on the University of Michigan campus in the 2013 Bridgestone NHL Winter Classic on New Year's Day.
SiriusXM will broadcast live on the NHL Home Ice channel from an on-field location; and will get such assets like prominent branding
positions; camera-visible dasherboards; integration of the Sirius XM brand throughout all NHL-controlled media properties, including NHL.com, NHL Network and NHL
Radio, hospitality opportunities, and on-site space for activation.
Molson Canadian, Reebok, Advil, Comerica and Compuware have signed on as partners.