The Hockey NewsThe NHL has announced a multi-year partnership to name Expedia the official travel partner of the NHL in North America.
Through the partnership, Expedia will have brand presence on the NHL's digitally enhanced dasherboards throughout the regular season and Stanley Cup Playoffs. Expedia will also be part of some of the League's most iconic events, including All-Star Weekend, the Heritage Classic, the Winter Classic, and the Stadium Series.
Expedia will also serve as the presenting sponsor of the Stanley Cup Playoffs Bracket Challenge. NHL.com will also provide NHL fans with a website linked opportunity to combine travel with regular season or Stanley Cup Playoffs games.
Together, these activations are designed to give traveling fans an easy way to engage in the NHL season and allow them to plan their next trip around games.
"We’re excited to partner with the NHL to help fans easily plan and book trips to cheer on their favorite team," Tracey Weber, general manager of Expedia said in a statement.
"Whether it's traveling for a regular season game or flying across the country for the Stanley Cup Playoffs. From take off to puck drop, Expedia can help fans get there, stay there and make the most of every NHL travel experience, while saving when they bundle flights, hotels and more."
Expedia and the NHL will continue to share details on fan experiences planned for the League's marquee events like the along with travel-focused content for fans to make the most of the NHL season.
"Our fans are at the center of everything we do," NHL vice president of business development George Dudas said. "This partnership gives our fans new ways to combine travel and memorable NHL moments — from the start of the season through the Stanley Cup Playoffs."Oct 13, 2026 The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The NHL announced a multi-year partnership with Athletic Brewing Company today that will make it an official non-alcoholic beer partner of the NHL in Canada.
Athletic Brewing will connect with NHL fans across Canada via League marketing, digital and social media channels, retail activations, and NHL events.
"Hockey is woven into the fabric of Canadian culture, and we’re thrilled to team up with the NHL to bring Athletic’s great-tasting brews to fans," said CEO of Athletic Brewing, Bill Shufelt. "This partnership gives us an incredible platform to introduce Athletic to more consumers across Canada and become a meaningful part of the hockey experience.”
Launched commercially in 2018, Athletic is the No. 1 non-alcoholic beer brand in the U.S. Its award-winning brews are available at over 75,000 retail locations across America.
This marks the first non-alcoholic beer partner in NHL history.
“We are proud to welcome Athletic Brewing Company, a non-alcoholic brewing pioneer, to the NHL family,” said NHL VP of Global Business Development, Max Paulsen.
"We look forward to building impactful fan-focused programs together to engage our passionate fans in Canada, whether they are watching the NHL or coming off the ice after playing a game at their local rink.”Oct 8, 2026 The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News The Hockey News 
