NHL Partners with Tourism Prince Edward Island

Tourism Prince Edward Island and the National Hockey League have announced a multi-year North American partnership, naming the Canadian destination as the official travel destination partner of the NHL.

The collaboration provides Tourism Prince Edward Island with broadcast exposure during tentpole NHL events through the league’s dasherboard advertising. The partnership will also bring a league business meeting to PEI attended by league partners, employees and other guests.

“This new partnership between Tourism Prince Edward Island and the National Hockey League not only underscores our collective visionary approach of growing tourism on the Island, but also promises to fortify and elevate our brand as a must visit destination,” said Corryn Clemence, chief executive officer of the Tourism Industry Association of Prince Edward Island. “As the Tourism Industry Association, we celebrate this monumental achievement and anticipate the positive impact this collaboration will have on showcasing the unparalleled beauty of Prince Edward Island to a global audience.”

As part of the partnership, Tourism Prince Edward Island’s brand will be displayed through various marketing activations during the Boston Bruins vs. Tampa Bay Lightning game in Boston on February 13.

“We look forward to showcasing all of the best Prince Edward Island has to offer to our passionate fans,” said Keith Wachtel, NHL chief business officer and senior executive vice president. “Prince Edward Island has a great history with the NHL as 35 players from PEI have played in the League, and we are excited to highlight what an incredible tourist destination Prince Edward Island is.”

During the 2024 NHL All-Star Weekend in Toronto, NHL fans had the opportunity to visit Tourism Prince Edward Island’s All-Star Clubhouse at the 2024 Hyundai NHL Fan Fair. The partnership provides Tourism Prince Edward Island with an array of marketing assets and exclusive designations that will connect the brand with the NHL and its fans through the NHL’s marketing, digital and social media channels.

“When our Island’s tourism industry was provided this opportunity, Tourism Prince Edward Island and the Government of Prince Edward Island recognized how huge this partnership could be,” said Cory Deagle, minister of fisheries, tourism, sport and culture. “The NHL is a trusted organization with massive reach – having millions of loyal NHL viewers seeing PEI on their screens has exciting potential and the brand association with the NHL is a natural fit for our province. This collaboration not only strengthens our position as a premier tourism destination but also presents us with a platform to engage with the NHL’s global fan base as Prince Edward Island looks to grow and strengthen our tourism brand.”