The National Hockey League’s Brand Partners Hit the Ice for the Stanley Cup Playoffs

The league detailed activations in the U.S. and Canada

Shutouts will continue to be celebrated by Pepsi Zero Sugar throughout the Stanley Cup Playoffs Pepsi/National Hockey League

The second round of the National Hockey League’s Stanley Cup Playoffs is in full swing, as are several activations, social and otherwise, with partners in the U.S. and Canada.

The league detailed those activations in each country.


  • Anheuser Busch: Bud Light, the league’s official beer in the U.S., is delivering beer in cities with teams competing for the Stanley Cup with its Bud Light Zamboni Machine.
  • Apple: Its Shot on iPhone ad features Marc-Andre Fleury and Mark Stone of the Vegas Golden Knights.
  • BetMGM: It debuted a first-of-its-kind live betting odds page on and the NHL App.
  • Dunkin’: Pasta and Kendall are “Talkin’ Hockey” with their Cold Brews in this video and this video.
  • Enterprise: The NHL Hat Trick Challenge presented by Enterprise returns, and it can be downloaded via the iTunes App Store or Google Play.
  • FanDuel: Every customer received an automatic deposit of $10 in their accounts to be used across its daily fantasy sports and Sportsbook offerings, and new NHL-themed spot Return to Play is running on NBC.
  • Gatorade: Its #ReadyToPlay social posts show how NHL players trained to return to the ice.
  • Geico: The Geico Cup Crazy trivia platform is back on the NHL’s Twitter account.
  • Great Clips: The official hair salon of the NHL created a brand spot with players encouraging fans to wear masks.
  • Honda: The automaker is backing the league’s 50/50 sweepstakes platform, which will benefit the Boys and Girls Clubs of America and Boys & Girls Clubs of Canada, as well as one lucky fan.

  • Jägermeister: the official shot of the NHL is running two sweepstakes and new hockey-themed brand creative.
  • MassMutual: The insurance company is looking for the NHL Most Valuable Hockey Family.
  • Navy Federal Credit Union: The Stick Tap for Service program returns for the second year to recognize the outstanding community service of hockey fans and military members
  • Pepsi: The Pepsi Zero Scores Sweepstakes reached millions of fans during the first 24 games of the Stanley Cup Qualifiers, and shutouts will continue to be celebrated by Pepsi Zero Sugar throughout the Stanley Cup Playoffs.
  • Roman: The men’s health brand showcased user-generated content from hockey fans at home for its Hockey Is Back ad, and it has corner in-ice positions throughout the postseason.
  • SAP: The software giant’s 60-second spot highlights NHL stars’ transitions from home to the ice, including Brad Marchand, Tyler Seguin and Matthew Tkachuk.
  • William Hill: The bookmaker will post infographics for all NHL postseason games on its U.S. Twitter account, including up-to-the-hour betting lines.


  • Kraft: Over 3,800 stories were submitted and more than 500 arenas were nominated in the Kraft Hockevyille initiative, and Kraft Peanut Butter encouraged fans across Canada to cheer on their favorite teams from home, securing outdoor space in Toronto and Edmonton to promote the initiative.
  • Little Caesars: The official pizza of the league is running spots with an NHL-branded end frame and has a corner in-ice ad position throughout the playoffs. David Cohen is editor of Adweek's Social Pro Daily.