NCL-Norwegian Cruise Line and the National Hockey League (NHL) have announced a multiyear U.S. partnership, naming NCL as the Official Cruise Line of the NHL. This marks the first time NCL has partnered with a professional sports league and the first time the NHL has aligned with a cruise line.
The partnership grants NCL exclusive marketing rights and designations, enabling the cruise line to connect its brand with the NHL and its fan base through the league’s extensive marketing, digital, and social media platforms. As part of the collaboration, NCL will sponsor the NHL’s weekly top goals feature, culminating in the "Goal of the Year," with fans able to vote for their favorite moments for a chance to win various prizes, including a complimentary NCL cruise. NCL will also engage fans through activations at major NHL events such as NHL All-Star Weekend, NHL Stadium Series, and the NHL Winter Classic, alongside in-arena and in-stadium signage.
NCL will receive national U.S. broadcast exposure on ESPN and TNT through Digitally Enhanced Dasherboards (DED), the NHL’s innovative approach to dynamic dasherboard advertising during the regular season and Stanley Cup Playoffs. NCL will be the presenting sponsor of the "First Goal of the Game," with its branding featured in DED creative across all NHL broadcasts on ESPN and TNT, as well as in virtual in-ice ads during games. The partnership is effective immediately.