American Honda Motor Co., Honda Canada and the National Hockey League have entered into a three-year agreement naming Honda as the official vehicle of the NHL.
The agreement includes Honda sponsorship of NHL television and online coverage, along with activation at NHL events in both the U.S. and Canada, such as NHL Face-Off Rocks 2008, NHL Winter Classic and NHL All-Star Weekend.
"Honda has a long history of supporting sports at all levels worldwide, and working with the NHL will give Honda a great opportunity to become an even bigger part of the hockey experience," said Steve Center, vp, advertising and public relations, American Honda, in a statement.
"This partnership integrates the leading brand in the automotive industry with the strength, momentum and excitement of the NHL brand," said Keith Wachtel, the NHL's svp, corporate sales and marketing.
The deal includes provisions for advertising on NHL.com and during game broadcasts, camera-visible signage during games and events, as well as on-site displays of Honda vehicles at select events.
Honda began its involvement with professional hockey when it became the presenting sponsor of the Honda Center, home of the Anaheim Ducks, in 2006.