The National Hockey League (NHL) has entered a multi-year partnership with Hyundai Auto Canada and Genesis Motors Canada.

The new agreement will see Hyundai be named the official automotive partner of the NHL and NHL Players Association (NHLPA) in Canada, with the Genesis brand coined as the official luxury automotive partner.

Commencing for the 2022/23 NHL season, Hyundai will work with the NHL to develop its connection to ice hockey in Canada through media exposure at events such as the Heritage Classic and the Stanley Cup playoffs.

Additionally, Hyundai will gain usage rights of the league’s official marks, with NHL players also to be used by the car brand through the agreement with the NHLPA and the NHL Alumni Association.

Hyundai Canada, president and chief executive, Don Romano, said: “Hyundai has long been champion of Canada’s hockey community at the grassroots level.”

“On behalf of Hyundai Auto Canada and our 252 dealers across the country, we are incredibly excited to expand on that, and at the highest level, as the NHL and NHLPA’s official automotive partner starting next season in Canada.

“At Hyundai, we’re always aiming to connect with our customers in meaningful ways. 

“This partnership with Canada’s premier sports league provides us with an exceptional opportunity to engage with our customer base and Canadians from coast-to-coast who share Hyundai’s love for hockey,” said Romano. 

NHL senior vice president of North American business development, Kyle McMann, added: “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.”

“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. 

“The NHL couldn’t ask for a better fit for our official Canadian automotive partner,” said McMann.