A major retail chain has entered into a long-term partnership with the National Hockey League to become the official sponsor of the league’s annual games in Germany. The collaboration marks the first time a European retailer has taken on this role, expanding the NHL’s international reach through the NHL Global Series. Fans can expect enhanced branding and promotional activities tied to the event, as well as potential benefits for German hockey enthusiasts. The deal underscores growing commercial ties between North American sports and European markets.

Kaufland and the National Hockey League (NHL) today announced a new multiyear international partnership, naming Kaufland the presenting sponsor of the NHL Global Series Germany (NHL Global Series ...