NHL Winter Classic Attracts More Brands

The NHL Winter Classic has added a handful of brands, bringing the total to more than a dozen partners with activations during the pre-game event.

New partners for the Truly Hard Seltzer NHL PreGame are Clorox, Bud Light, Verizon, Great Clips and Fastenal. 

The free, non-ticketed event is the lead-up to the New Year’s Day 2022 Discover NHL Winter Classic between the Minnesota Wild and St. Louis Blues at Target Field in Minneapolis. Attractions will be inside and outside the arena.

As title partner, Truly Hard Seltzer is giving fans the chance to win “Truly” the best seats in the house, along with the opportunity to meet an NHL alumnus and participate in Truly hockey challenges, including Target Practice, Bullseye Battle, and Accuracy Challenge.



At Bud Light’s activation space, fans can get their picture taken at a photo booth and get free swag including hand warmers, a beer with beer koozie mittens (for those 21 or older) and lip balm.

Clorox’s “Beat the Sneeze” activation tent features photo moments and games. As the NHL’s Official Cleaning & Disinfecting Product Partner, Clorox hand sanitizer gel will be available to help keep NHL fans safe and healthy.  

Discover is taking a classic arcade game and making it life-sized with Discover’s giant Air Hockey table. Fans can also pick up an “NHL Winter Classic Survival Kit” including a fanny pack, gloves and hand sanitizer.

Dunkin’s Fan Zone will offer Air and Bubble Hockey games, a DJ, and a photo opportunity with a custom donut wall. Giveaways include free coffee, hot chocolate, and Munchkins Donut Hole Treats. 

Other notable activations include MCR Safety’s Ninja Ice gloves giveaway, a photo booth from Geico and a display of Honda vehicles. Other brands with activations include Pepsi Zero Sugar, Ticktmaster, Upper Deck and Verizon.

Compliance with health and safety policies will be required for entry into the event, and such policies may be modified according to current public health guidance and applicable law.

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