For the third year in a row, Honda will be title sponsor for National Hockey League’s All-Star Game, being held Jan. 29 at the Staples Center in Los Angeles.
Honda became the official vehicle sponsor of the NHL in 2008 and will feature vehicles at NHL events throughout the 2016-17 season.
The automaker also owns naming rights of the Honda Center, home of the Anaheim Ducks.
Much like other professional league all-star games and championship series, the MVP of the 2017 NHL All-Star Game will be given a vehicle. This year it will be a 2017 Honda Ridgeline.
The automaker is also showcasing a custom-wrapped 2017 Ridgeline at the 2016 Los Angeles Auto Show.
“We look forward to working with the NHL to create some fun for fans throughout the 2017 All-Star weekend including the intersection of Hockey and Hollywood that will be arriving at LA Live the last weekend of January,” said Jeff Conrad, senior vice president of the Honda division, in a statement on Thursday.