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NHL strikes multiyear North American partnership with Little Caesars

The National Hockey League has announced a multiyear North American partnership with pizza restaurant chain Little Caesars, which has been designated the official pizza delivery partner of the league.

The partnership begins immediately – ahead of the NHL’s return to play in the Canadian cities of Edmonton and Toronto – and runs through the 2020-2021 season. Terms were not disclosed.

As part of the agreement, Little Caesars will gain corner in-ice advertising positions during every game of the 2020 Stanley Cup qualifiers and playoffs, as well as all exhibition games. There will be additional exclusive marketing rights going forward.

The partnership extends Little Caesars’ well-established relationship with the NHL. Ilitch Holdings, owners of the NHL’s Detroit Red Wings, is the family-led portfolio of assets formed by the late Mike and Marian Ilitch, the founders of Little Caesars. The Michigan-based company is also the naming-rights sponsor of the Red Wings’ home arena, Little Caesars Arena.

“Little Caesars is an enormous global restaurant chain with deep ties to our sport, both at the club level with the Detroit Red Wings as well as through its long-standing youth hockey involvement in Michigan,” said Kyle McMann, NHL senior vice president of North American business development and global partnerships. “We are thrilled to welcome this iconic brand to the NHL family, and are excited to share and build new programming to deepen Little Caesars connection to fans across North America.”

Dave Scrivano, the president and CEO of Little Caesars, added: “As we continue to add stores and customers across the globe, our partnership with the NHL will connect us with millions of consumers around the world in a new way. The Little Caesars brand has had a deep relationship with the incredible sport of hockey for a long time, and we’re thrilled to take our love of the game to the next level.”

The NHL and digital partner Disney Streaming Services this week struck a partnership with Twitter to deliver live video look-ins of the upcoming league playoffs to the social media platform. 

Starting August 1 and continuing throughout the NHL playoffs, two games per week will featured with two-minute live look-ins on Twitter, helping to expand the audience reach for the retooled tournament, build overall awareness of the competition restart, and improve viewership tune-in with the league’s broadcast partners including NBC Sports, regional sports networks, and the NHL Network. 

Fans will be invited to vote on which games they want to see on the live look-ins through the league’s @NHL Twitter handle.

NBC Sports, a key NHL rightsholder in the US, intends to use the upcoming playoffs and the lack of attending fans in the league’s playoff hub cities to advance television coverage of ice hockey.