• by Tanya Gazdik , October 8, 2024

Photo credit: Tanya Gazdik

The multiyear deal between the National Hockey League and Norwegian Cruise Line represents “firsts” for both entities. 

The new venture marks the first time in NCL’s company history that it is partnering with a professional sports league, and the first time the NHL is partnering with a cruise line.

The deal provides NCL with exclusive marketing rights and designations that will connect the NCL brand with the NHL and its fans through the NHL’s marketing, digital, and social media channels.

NCL will be presenting sponsor of the NHL’s weekly top goals content, which will culminate with the goal of the year. Fans can join in on the action by voting on this goal content on NHL platforms for a chance to win various prizes, including the grand prize, a NCL cruise vacation. 

NHL fans will also have the opportunity to engage with the cruise line at NHL events such as NHL All-Star Weekend, NHL Stadium Series and NHL Winter Classic with on-site activations, in-arena and in-stadium signage.

The partnership begins immediately and NCL will receive national U.S. broadcast exposure on ESPN and TNT through digitally enhanced dasherboards (DED), the league’s dynamic dasherboard advertising during the NHL’s regular season and Stanley Cup Playoffs games. 

As part of the national U.S. DED broadcast exposure, NCL will be the presenting sponsor of the first goal of the game with DED creative shown on every NHL broadcast on ESPN and TNT. Fans will also see the NCL brand displayed on camera-visible virtual slot in-ice ads during NHL regular season games, and Stanley Cup Playoffs games broadcast on ESPN and TNT in the United States.