• by Karl Greenberg , May 15, 2015

The National Hockey League and Discover Financial Services have extended their U.S. sponsorship relationship through 2019. The extension keeps Discover in the role of "Official Credit Card and Official Payment Service of the NHL" and for all league events.

The financial company will also continue as title sponsor of the annual “NHL on NBC” broadcast of the “Discover NHL Thanksgiving Showdown” on the Friday following Thanksgiving. In promotion for the game, Discover and the NHL will again have a co-branded float titled “Frozen Fall Fun” in the Macy’s Thanksgiving Day Parade.

The partners said Discover will also serve as presenting sponsor of the “Day with the Cup” video series and the NHL Trophy Showcase at the annual NHL All-Star Weekend.

As part of the sponsorship arrangement, Discover is launching its first-ever NHL Discover it card. The program lets people who sign with Discover get a Discover card emblazoned with the NHL Shield, or the logo from any one of the 30 NHL teams. 

The company is offering holders of the card 10% off on purchases from Shop.NHL.com, and 10% off NHL Gamecenter live. There is also an offer for 5% cash back in categories that change each quarter, up to the quarterly maximum, and 1% cash back on all other purchases.

All Discover card members, meanwhile, get deals related to the NHL, including discounts at Shop.NHL.com and the NHL Powered by Reebok store in New York City, as well as to “NHL GameCenter Live.” 

“Over the course of this sponsorship, Discover has demonstrated a deep commitment to hockey through a series of innovative marketing programs for our fans,” said Brian Cull, NHL's VP marketing, in a statement. 

Discover became the NHL’s first U.S. financial sponsor in 2010, in what began as a one-year deal, and began with sponsorship of the renewed NHL All Star game. Other U.S.A. sponsors are McDonald’s, AMP Energy and GEICO. Separately, the league has 26 corporate partners.