Hyundai Canada is extending its hockey ties to the highest level as the brand looks for new ways to connect with fans of the quintessential Canadian sport.
When the puck drops on the 2022-23 National Hockey League season this fall, Hyundai will become the official automotive partner of the NHL and National Hockey League Players’ Association (NHLPA) in Canada, the three organizations announced May 25.
Hyundai Canada’s connection to hockey traces back a dozen years, and CEO Don Romano said the brand is “incredibly excited” to deepen its ties to the sport through the new big-league partnership.
“At Hyundai, we’re always aiming to connect with our customers in meaningful ways, and this partnership with Canada’s premiere sports league takes us to the next level of engaging not only with our customer base, but Canadians from coast-to-coast who share Hyundai’s love for hockey.”
The deal extends to key events such as the Stanley Cup Playoffs and the NHL Heritage Classic, giving the auto brand fresh media exposure. Hyundai Canada will be granted NHL name, logo and player usage rights, while the agreement puts community engagement projects or other collaborations between Hyundai, the NHL and NHLPA on the table as well.
Genesis Motors Canada will also be along for the ride. Hyundai’s luxury brand will become the official luxury automotive partner of both the NHL and NHLPA in Canada starting in the fall.
No financial details about the five-year, two-brand partnership were disclosed.
Christine Smith, head of marketing at Hyundai Canada, said the deal builds off the brand’s 12 years of grassroots hockey support. She pointed to Hyundai Hockey Helpers, which assists kids in need of financial assistance get on the ice, and Hyundai’s sponsorship of Rogers’ Hometown Hockey program that covers community hockey stories across Canada, as two other prominent initiatives the company is already involved in.
“The NHL partnership is really the next logical step in that strategy and those efforts and really about moving those efforts to the mainstage … to shine a much brighter light on the efforts and support for hockey in Canada.”
Hyundai’s role as the official Canadian auto partner of the NHL and NHLPA will help the brand connect with Canadians “at a more meaningful level than just a transaction,” Smith said.
“We see this as a platform that will support the entire lineup, and so, we will be leveraging the partnership throughout all of our marketing programs, especially during hockey season each year.”
There will be a role for dealers as well.
As the “gateway” into communities across Canada, dealers can expect new hockey-themed promotional materials, retail events, viewing parties and customer promotions, Smith said. Leveraging the local touchpoints, Hyundai also aims to get dealers involved in more hockey outreach programs to help a greater number of underrepresented youth lace up their skates and “ensure that everyone has access to Canada's game,” she added.
On such programs, Hyundai and the NHL may be working in tandem, according to Kyle McMann, the league’s senior vice-president for North American business development.
“This partnership with Hyundai Canada brings together our shared love of hockey and driving joy and access to our game at all levels in all communities,” he said in a release “We can’t wait to dig in with Hyundai in the upcoming season and beyond and bring our brands to life while also elevating grassroots hockey.”
— With files from Tim Dimopoulos
