NHL, Tourism Prince Edward Island, Enter Partnership

Tourism Prince Edward Island and the National Hockey League today announced a multiyear North American partnership,

The deal names Tourism Prince Edward Island the official travel destination partner of the NHL in North America. 

PEI is not the first to hold the designation, according to an NHL spokesperson, who declined to say which other entity previously had it. 

The new partnership provides Tourism Prince Edward Island with marketing assets and exclusive designations that will connect the brand with the NHL and its fans through the NHL’s marketing, digital and social media channels.

PEI will receive broadcast exposure during tentpole NHL events through digitally enhanced dashboards. The partnership will also bring a league business meeting to PEI attended by league partners, employees and other guests.



The PEI brand will be displayed during tonight’s Boston Bruins vs. Tampa Bay Lightning game in Boston, a key market for PEI tourism.

“When our Island’s tourism industry was provided this opportunity, Tourism Prince Edward Island and the government of Prince Edward Island recognized how huge this partnership could be,” says Cory Deagle, PEI’s minister of fisheries, tourism, sport and culture, in a statement. “The NHL is a trusted organization with massive reach – having millions of loyal NHL viewers seeing PEI on their screens has exciting potential.”

Prince Edward Island already has a history with the NHL as 35 players from the island have played in the league, says Keith Wachtel, NHL chief business officer.

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