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Under terms of the pact, Hyundai becomes the official automotive partner of the NHL and NHLPA in Canada, and Genesis becomes the NHL’s and NHLPA’s official luxury automotive partner in Canada.
Hyundai will continue to foster its connection to hockey in Canada through NHL events including the NHL Heritage Classic and Stanley Cup Playoffs, as well as media exposure and usage rights to the NHL name and logo, along with current and former players via the NHLPA and NHL Alumni Association
The partnership also enables shared corporate social responsibility initiatives through community engagement and joint projects.