by Donald Wood
Last updated: 8:15 AM ET, Mon October 13, 2025
As the 2025-26 season kicks into high gear, the National
Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA)
announced a multiyear extension of their North American partnership with car
rental giant Enterprise.
Enterprise has been the Official Rental Car Partner of the
NHL and NHLPA since the 2009-10 season, and the car rental company also retains
non-exclusive rights in the used vehicle sales, car sharing and ride sharing
services to promote its range of business lines.
“Our partnership with the NHL and NHLPA has provided
Enterprise with an incredible platform to authentically connect with a
passionate fanbase, driving visibility, loyalty and deeper engagement with our
brand,” Enterprise Mobility assistant vice president Susan Lynch said.
“We are excited to extend our partnership and look forward
to bringing innovative mobility solutions to meet the needs of the league, its
players and its fans,” Lynch continued.
As part of the extended partnership, Enterprise will
continue to have a national marketing presence across all league touchpoints,
including linear, digital and social channels; camera-visible in-arena
inventory; and broadcast integrations across media rightsholders, including TNT
and ESPN in the U.S. and Rogers in Canada.
In addition, Enterprise will maintain local market
partnerships with most NHL clubs and continue to activate around tentpole
events like the Winter Classic, All-Star Game, Stadium Series and Stanley Cup
Playoff games.
“For more than 15 years, our partnership with Enterprise has
been built on a shared commitment to engaging fans and strengthening hockey
communities across North America,” NHL group vice president Jason Jazayeri
said.
“This renewal furthers that commitment, with an emphasis on
innovation and creating experiences that bring fans even closer to the game
they love,” Jazayeri continued.
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