Norwegian Cruise Line Becomes NHL's Official Partner

Norwegian Cruise Line (NCL) has announced a new role as the Official Cruise Line of the National Hockey League (NHL), marking a groundbreaking multiyear partnership between the two organizations, according to a recent press release.

This collaboration is a first for both sides—NCL’s initial foray into partnering with a professional sports league and the NHL’s inaugural partnership with a cruise line.

“We are thrilled to be partnering with the NHL. The passion and excitement we see from their fans is truly contagious, and we share that same electrifying passion for traveling the globe and delivering more to see, more to do, and more to enjoy for our guests,” said Adam Malone, chief marketing officer for Norwegian Cruise Line.

“Through this partnership, the NHL has provided a fantastic platform for us to connect with their fans, and we cannot wait to show them how they can ‘Experience More at Sea’ with NCL.”

Jason Jazayeri, NHL’s vice president of business development, added, “With the NHL regular season starting in North America today, we are thrilled to welcome NCL to the NHL family as a first-ever cruise line partner of the NHL. Leveraging our award-winning DED signage and connecting the NCL brand to some of our most celebrated in-game moments helps build more excitement for our partnership in a way that is authentic to our fans.”

He continued, “We look forward to partnering with one of the world’s leading cruise lines and helping drive a deeper connection between their brand and our passionate fanbase.”

As part of the agreement, NCL will receive exclusive marketing rights, enabling the cruise brand to reach NHL fans through the league’s marketing channels, digital platforms, and social media. As the presenting sponsor of the NHL’s weekly top goals feature, NCL will encourage fans to vote for their favorite goals, with opportunities to win prizes, including a free cruise. NCL will also have a presence at key NHL events, such as the NHL All-Star Weekend and NHL Winter Classic, through promotions and signage.

NCL’s branding will appear in national broadcasts on ESPN and TNT, with additional exposure via Digitally Enhanced Dasherboards (DED) during regular season and Stanley Cup Playoff games. The cruise line will also be the presenting sponsor of the “first goal of the game,” with branding displayed in virtual in-ice ads during NHL broadcasts.