• by Tanya Gazdik , May 12, 2022

Chipotle, Clutch and TikTok are among the new partners activating this year for the National Hockey League’s 2022 Stanley Cup Playoffs. 

The NHL has more than two dozen official partners in the United States and Canada. Chipotle, Fastenal, Betway and TikTok have a corner in-ice brand position for all games.

Giveaways are in abundance this year. Ticketmaster will give fans the opportunity to cheer on their team live, in a sweepstakes that rewards fans with tickets to the Conference Finals or Stanley Cup Final.

Chipotle will run a BOGO promotion on May 16 after 3 p.m. in-restaurant. Anyone who wears a hockey jersey into a Chipotle store will qualify.  The fast casual restaurant partnered with players Trevor Zegras and Jack Hughes to help promote the offer.

Title partner of the “Stanley Cup Live” pre-game show New Amsterdam Vodka launches "Find Your Wins." The brand is also giving fans a chance to deck out their fan cave to win a custom bubble hockey game in addition to gift cards to the NHL Shop. Fans can enter online to win.

Navy Federal Credit Union and the NHL have once again teamed up to recognize the outstanding community service of four Stick Tap for Service finalists. The grand prize winner will receive a trip to a 2022 Stanley Cup Final game, and have a $30,000 donation to charity made in their honor.

Other sponsors activating include Great Clips, which will run two NHL-themed commercials from its “You Got This” brand campaign.  The brand’s first original, player-focused commercial creative was produced by NHL Studios and filmed at the NHL Winter Classic, and features Kirill Kaprizov and Ryan O’Reilly.

GEICO's "Lamp Problems" campaign will be activated through the company's presenting sponsorship of the Stanley Cup Playoffs on both ESPN and Turner.

Discover teamed up with content creators The Hockey Guys, Nasher and Annie O’Donnell, to upgrade their 2022 Stanley Cup Playoffs watch parties. Videos will be live on TikTok throughout the playoffs.

MassMutual will reboot its “We” spot, which initially debuted during the 2019/20 season.  The creative, produced by NHL Studios, celebrates the belief that success is the result of a team effort.

Pepsi’s new spot highlights Pepsi Trash Talk, an interactive sustainability platform aimed at teaching consumers the ins and outs of recycling. It features Colorado Avalanche stars Gabriel Landeskog and Cale Makar and was developed in partnership with the Colorado Avalanche. 

Meanwhile, for the fourth straight year, the league will accept applications for NHL Power Players, a youth advisory board that brings together young hockey fans, ages 13-17, to help advise the NHL on hockey-related topics important to their generation. Through June 1, fans may apply online to be considered.

The NHL will choose 25 young hockey fans from across the U.S. and Canada based on creative ideas they want to share with the NHL.

This group of youth advisors will participate in meetings to provide suggestions on topics including marketing, community engagement, events and social media content. Participants will serve as an advisor for one season and help increase fandom among fans 17 and under.