Enterprise, the National Hockey League and the National Hockey League Players’ Association are extending their longterm partnership.  

An NHL and NHLPA sponsor since the 2009-10 NHL season, Enterprise is the flagship brand of Enterprise Mobility.

In addition to maintaining its exclusive status as the official rental car partner of the NHL and NHLPA, Enterprise also retains non-exclusive rights in the used vehicle sales, car sharing and ride sharing services to promote its range of business lines, including Enterprise CarShare, Commute with Enterprise and Enterprise Car Sales..

The Enterprise brand will continue to have a national marketing presence across all League touch points, including the NHL's linear, digital and social channels, digitally enhanced dasherboards, camera-visible in-arena inventory during games and events, and broadcast integrations.

The brand will maintain local market partnerships with the majority of NHL Clubs and will continue to activate around NHL tentpole events like the NHL Winter Classic, NHL All-Star Game, NHL Stadium Series, and Stanley Cup Playoff games.

Meanwhile, the NHL is opening its 2025-26 season with a new chapter of its "The Next Golden Era is Now" creative campaign, developed in collaboration with longtime agency partner Highdive. 

This season’s campaign showcases top NHL players through the lens of contemporary trends and cultural conversations—from working from home to the AI revolution to reality TV and viral "Day In The Life" TikTok trends. 

Each spot humorously juxtaposes these topics with the game of hockey.

The first spot in the campaign, "Work From Home," finds players in an office setting, dressed in casual business attire and challenging common misconceptions that working from home is less productive. 

Throughout the season, the NHL will unveil additional 30-second spots in the campaign. "AI Can't NHL" questions the impact artificial intelligence will have on players' jobs. "Reality TV" takes on the world of unscripted television, while "Day in the Life" offers a humorous, hockey-centric take on influencer culture and social media trends.

“By putting a hockey spin on culturally relevant topics, this campaign positions the NHL and its players in a fresh, fun and relatable way,” said Casey Hall, NHL senior vice president, marketing, in a release. “And importantly, it does so while emphasizing the speed, skill, intensity and entertainment that happens on the ice.”