NHL Announces Multi-Year International Partnership With Kaufland

The NHL has announced a new multi-year partnership with Kaufland, naming the international retail company as the presenting sponsor of the NHL Global Series Germany and official grocery retail partner of the NHL in Germany, Czech Republic and Slovakia.

Fans will see the Kaufland brand on various NHL Global Series Germany in-arena assets, digitally enhanced dasherboards, and on virtual slot in-ice ads during European NHL game broadcasts, including NHL Monday Night Hockey broadcasts, a new initiative that will bring NHL games to hockey fans across Europe live in local primetime viewing windows throughout the 2026-27 season. 

The Global Series this season features a two-game set between the Ottawa Senators and the Chicago Blackhawks on Dec. 18 and Dec. 20, both taking place at PSD Bank Dome in Düsseldorf.

“Kaufland’s extensive reach and deep connection to consumers make them an ideal partner as we continue to grow the NHL’s presence across Europe,” Jason Jazayeri, NHL group vice president of business development said.

“Together, we have a tremendous opportunity to bring hockey closer to fans through meaningful engagement at retail, across our Global Series events and in local communities, while introducing the NHL to the next generation of fans throughout Germany, the Czech Republic and Slovakia.”

Additionally, Kaufland and the NHL will build on a shared commitment to more youth participation in hockey by creating additional engagement opportunities through grassroots events for them and families.

"Ice hockey is not new territory for us: in the Czech Republic and Slovakia, we at Kaufland have already been successfully involved in the sport for years. Together with the NHL, we are now taking this commitment to a new international level," Michael Lüttgen, member of the executive board of marketing at Kaufland.

"Peak performance on the ice and an active everyday life are based on fresh, balanced food. As the Official Grocery Retail Partner of the NHL, we want to inspire fans and customers to do just that and show how conscious nutrition forms the foundation for top performance and well-being."