Puck Drop on Purpose: Unveiling NHL Partnerships Driving Change
The puck has officially dropped for the 2024-25 NHL season, and with it comes an exciting mix of purpose-driven partnerships across the league. Welcome back to the Purposeful Partnerships Report—your weekly source for insights into impactful collaborations within the sports industry. In this edition, we'll highlight initiatives from the Tampa Bay Lightning, Utah Hockey Club, Toronto Maple Leafs, and Chicago Blackhawks, showcasing how these teams and brands are leveraging partnerships to drive meaningful change and support important causes.
Tampa Bay Lightning Launch "Patch with a Purpose" Program with YMCA and AdventHealth
The Tampa Bay Lightning have announced an exciting new initiative called "Patch with a Purpose," marking the first-ever purpose-driven jersey patch in the NHL. This program comes with a $1 million donation from the Lightning to support local non-profit organizations over the next five years.
In partnership with the Tampa Metropolitan Area YMCA and AdventHealth, "Patch with a Purpose" reflects the Lightning’s dedication to community betterment, with all funds staying within the Tampa Bay area. This initiative aims to address critical community needs, focusing on youth development and wellness programs.
Throughout the 2024-25 season, the Lightning will wear the patches for every game, offering significant visibility across NHL markets. The Tampa YMCA will feature on the team's home jerseys, while AdventHealth will appear on their away jerseys, with the program’s impact extending beyond the ice to raise awareness for local causes.
I love this partnership because it showcases how a team can use its visibility in a truly impactful way. The jersey patch, coupled with the substantial donation, reflects the Lightning’s strong commitment to their community. It also offers fans a unique opportunity to get involved by adding the patch to their jerseys for free, further connecting them to the cause. Hopefully, Lightning fans see this patch and initiative long into the postseason!
Utah Hockey Club Partners with Nomi Health to Expand Access to Hockey
The Utah Hockey Club has teamed up with Nomi Health to launch a new partnership aimed at making hockey more accessible to Utahns. This collaboration will provide free tickets, game-day experiences, and essential hockey equipment to select educators, helping introduce the sport to more people across the state.
As part of the "Nomi Health Cares Community Ticket Program," 100 partial-ice-view upper-bowl tickets will be offered at no cost for every home game during the 2024-25 regular season. This program focuses on giving underserved communities the chance to experience NHL hockey firsthand.
In addition to tickets, Nomi Health will sponsor Utah HC’s "Hockey 101" initiative, designed to educate local youth and families about the fundamentals of hockey. This will include two events at the Delta Center, along with other events across the state, introducing the basics of the sport to new audiences. Educators receiving the "hockey starter kits" will be equipped with helmets, pads, sticks, and nets, providing young players with the tools they need to get started.
This initiative is a fantastic step for the team's inaugural season and has the potential to generate excitement and foster growth in communities that might not typically engage with hockey. I look forward to witnessing the development of this collaboration with the team.
e.l.f. Cosmetics Partners with the Toronto Maple Leafs
In a groundbreaking collaboration, e.l.f. Cosmetics has joined forces with the Toronto Maple Leafs for the 2024-25 NHL season, launching a first-of-its-kind beauty partnership. The campaign, titled EYES.LEAFS.FACE., aims to disrupt the hockey world by blending beauty, sport, and inclusivity in a unique way. This partnership will feature a variety of activations, including advertising, in-arena events, digital integrations, and engaging social media initiatives that will spotlight both e.l.f. and the Maple Leafs.
e.l.f. Cosmetics has a long-standing commitment to supporting women in sports, consistently championing both athletes and fans. Their previous collaborations, such as those with the Billie Jean King Cup and PWHL, have been highlighted in past Purposeful Partnership Report articles. This new partnership with the Maple Leafs extends e.l.f.'s dedication to inclusivity, providing an opportunity to engage female fanbases while amplifying underrepresented voices.
I believe this partnership exemplifies how brand categories that are not typically associated with sports can engage fans in unique and interesting ways. With 45% of Leafs fans being female, this collaboration stands out as an ideal fit. I hope it serves as a model for how brands can prioritize equity and inclusivity while successfully carving out a space in NHL partnerships.
The Chicago Blackhawks and United Center Partner with Culligan to Eliminate Plastic Waste and Enhance Sustainable Water Solutions
The Chicago Blackhawks and United Center have joined forces with Culligan International to launch a new sustainability initiative aimed at reducing plastic waste. Through this multi-year partnership, Culligan, a leader in water treatment solutions, will become the Official Water Partner of the United Center. The partnership includes several sustainability-focused elements that will significantly change the water experience for fans and visitors.
Key components of the collaboration involve replacing single-use plastic water bottles with Culligan’s recyclable aluminum water bottles at all concession stands. The United Center will also feature newly installed water fountains, refilling stations, and premium multi-functional faucets, offering fans an easy and eco-friendly way to access drinking water during events. The switch to aluminum packaging, which is infinitely recyclable and BPA-free, aims to reduce the arena’s environmental footprint, as aluminum has a much higher recycling rate than plastic (57% vs. 29%).
This partnership showcases the commitment of the Blackhawks and United Center to improving sustainability while enhancing the fan experience, and delivering clean, accessible, and eco-friendly water solutions for all. Fans can now look forward to more sustainable water practices, with a hometown partner leading the way.
Conclusion
These purpose-driven partnerships highlight how NHL teams are leveraging their platforms to create meaningful community impact, from improving access to hockey and supporting local organizations to promoting inclusivity and sustainability. While this article only scratches the surface of the meaningful changes teams are implementing across the league, I hope it provides a valuable snapshot of the unique integrations that are being prioritized this season. I hope you enjoyed the read. Stay tuned for the next edition of the Purposeful Partnerships Report!
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