Kal Tire and The National Hockey League Announce Multiyear Canadian Partnership

Kal Tire Named Official Tire Expert of the NHL

Kal Tire and the National Hockey League (NHL®) today announced a multiyear Canadian partnership, naming Kal Tire the Official Tire Expert of the NHL.

The new agreement provides Kal Tire with an array of exclusive marketing rights and designations that will connect the brand with the NHL and its fans through the NHL’s vast marketing, digital, and social media channels.

The partnership begins immediately, and Kal Tire will receive broadcast exposure through Digitally Enhanced Dasherboards, the League’s advanced approach to dynamic dasherboard advertising during NHL regular season and Stanley Cup® Playoffs games broadcast on Rogers Sportsnet in Canada. Fans will also see the Kal Tire brand displayed in camera visible virtual slot in-ice ads during NHL regular season games and Stanley Cup Playoffs games broadcast on Rogers Sportsnet in Canada.

The Kal Tire partnership will be visible in various ways at tentpole NHL events throughout the partnership, such as with compelling on-site activation, branded dasherboards, and in-arena and in-stadium signage at the 2023 Tim Hortons NHL Heritage Classic™ in Edmonton and the 2024 Rogers (Canada) / Honda (U.S.) NHL® All-Star Game in Toronto to engage fans and consumers.

“2023 marks Kal Tire’s 70th anniversary in Canada, with a store footprint now stretching into Atlantic Canada,” said Greg Waring, Vice President of Marketing, Kal Tire. “With a truly coast to coast brand and a long history of helping Canadian hockey fans of all ages safely drive to practices and games, it’s a perfect time to build strong ties with the greatest hockey League on earth.”

“With the NHL regular season starting next week, we are thrilled to welcome Kal Tire to the NHL family where we will provide Kal Tire high-profile brand visibility at NHL games and tentpole events,” said Kyle McMann, NHL Senior Vice President, North American Business Development. “We look forward to working with one of Canada’s leading automotive brands to create unique initiatives that engage our passionate fans and Kal Tire consumers across Kal Tire and NHL media platforms, and in Kal Tire stores across Canada.”

To further engage fans, Kal Tire will have in-store and customer-specific shopper marketing programs, and the NHL logo will be featured on Kal Tire products and in-store displays. Kal Tire also has an NHL Club sponsorship deal with the Vancouver Canucks.

NHL, the NHL Shield, and the word mark and image of the Stanley Cup are registered trademarks and NHL Heritage Classic name and logo are trademarks of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams.  © NHL 2023.  All Rights Reserved.

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