Toronto, Ontario — Better hope they’ve got room for sticks and bags in the back because Hyundai Canada has just been named as the official automotive partner of the NHL and NHLPA.
This announcement, paired with the news that Hyundai subsidiary Genesis will serve as the league and association’s first ever official luxury automotive partner, comes well ahead of the kickoff of the 2022-2023 NHL season during which the Korean automaker will feature prominently throughout the playoffs and at the annual Heritage Classic game.
“Hyundai has long been a 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,” said Hyundai Canada CEO and president Don Romano.
“At Hyundai, we’re always aiming to connect with our customers in meaningful ways, and this partnership with Canada’s premiere sports league provides us with an exceptional opportunity to engage with not only our customer base, but Canadians from coast-to-coast who share Hyundai’s love for hockey.”
An NHLPA representative said this partnership feels like a natural extension of values shared between Hyundai and the NHL.
“The Players are thrilled to be partnering with Hyundai Canada, a proven industry leader and a brand that is dedicated to supporting grassroots hockey and driving hockey across Canada,” said senior director of marketing and community relations for the NHLPA, Devin Smith.
“Every player has memories of hockey road trips. We are excited to work with Hyundai Canada by engaging Players in authentic storytelling from their hockey experiences through this exciting partnership.”
Hyundai Canada has worked with the league since 2010 to increase access to hockey for youth in underrepresented and marginalized communities across the country.
Further details about the partnership will be announced in the coming months, according to Hyundai’s press release.
