NHL Extends Multi-Year Deal with McDonalds

February 20, 2012

The National Hockey League (NHL) have announced that McDonald’s USA has renewed a multi-year deal to remain as the Official Quick Service Restaurant of the NHL in the United States and in territories where the annual season-opening NHL Premiere Series is held.   

As part of this agreement, McDonald’s will return as the Presenting Partner of the NHL and NBC’s Hockey Day In America platform – a six-hour celebration of the sport of hockey on NBC, in addition to serving as the Official Partner of the NHL Premiere Series, NHL Winter Classic, NHL All-Star Game, the NHL All-Star Skills Competition and the NHL Awards, among other unique brand extensions. 

“McDonald’s is the leading global food service retailer and an ideal League partner due to their undeniably powerful reach, influence and consumer loyalty,” said Keith Wachtel, NHL Senior Vice President of Integrated Sales.  “Together, we will continue to create meaningful ways to entertain and engage consumers, while providing platforms for McDonald’s to reach our fans – the most attractive demographic in professional sports.” 

Through this renewal, McDonald’s USA will continue to support NHL media (NHL Network, NHL.com and NHL Mobile) and League rights-holders (NBC and NBC Sports Network).  McDonald’s also will continue as the presenting sponsor of the popular NHL Network series, Making of a Royal presented by McDonald’s – a weekly vignette that follows the Long Island Royals – an Under-16 AAA hockey team that is coached by Hockey Hall of Famer Pat LaFontaine. New episodes roll out every Monday on NHL Network’s NHL Live™ and NHL Tonight™. The series also lives on NHL.com and is accompanied by a blog written by LaFontaine. 

Peter Sterling, Vice President of Media & Marketing, McDonald’s USA., said: “Working with The National Hockey League is a natural fit for McDonald’s and our commitment to bringing our guests the best and most relevant sports properties around. Through our renewed effort, hockey fans will experience new and unique elements that celebrate the fun and competitive spirit of this exciting sport.” 

A charitable component will once again be included as well. The NHL’s monetary and in-kind contributions in support of Ronald McDonald House Charities(RMHC), McDonald’s “Charity of Choice,” and the Ronald McDonald House Program will help improve the health and well being of children and their families.

by Ismail Uddin