Hyundai Canada, Genesis Canada, the National Hockey League Players' Association (NHLPA) and the National Hockey League (NHL) today announced a multi-season partnership making Hyundai the official automotive partner of the NHL and NHLPA in Canada. This of course includes the luxury Genesis brand.
The new partnership launches officially next fall at the start of the 2022-2023 season. In the United States, Honda has been the official partner of the NHL in the U.S. since the 2007-2008 campaign, with Honda Canada joining the agreement for the 2014-2015 season.
For Hyundai Canada, this is a new step in its commitment to hockey. Since 2010, the Korean automaker has supported community programs that improve access to the game for youth in underrepresented, marginalized communities.
In collaboration with the NHL and NHLPA, Hyundai will continue to strengthen its connection to hockey in Canada through NHL events. This includes a prominent presence at events such as the Heritage Classic, as well as during the Stanley Cup Playoffs. The agreement also includes media exposure and rights to use the NHL name and logo, as well as current and former NHL players through the NHL Players' Association and NHL Alumni Association. The partnership will also enhance shared corporate social responsibility initiatives through community engagement and joint projects.