The NHL heads into its first Global Series of the 2026-27 season — a pair of matchups between the Hurricanes and Kraken at Veikkaus Arena in Helsinki — with 75 corporate partners, bolstered by the recent additions of sports-spending heavyweights Procter & Gamble and Michelob Ultra, and a league-record 15 global sponsors, including newcomers Adobe, Cohere, Honeywell and Sofascore.
DraftKings also increased its involvement by moving up from an U.S.-only partner (the brand’s status since 2018) to a full North American sponsor prior to this season.
For Michelob Ultra, it marks the NHL’s first official U.S. beer sponsor since the 2021–22 season, when the league’s previous deal with Bud Light expired.
Sweet (a digital collectibles sponsor since 2022), Jersey Mike’s (the league’s sub sandwich for the past three seasons) and Kal Tire (2023) did not return this season. SkipTheDishes, the league’s food ordering and delivery platform partner since 2021, also did not renew, although the league signed a more comprehensive deal in September with DoorDash, which is now the presenting sponsor of all Wednesday night regular-season national games and Stanley Cup Playoff games broadcast on Prime Video in Canada.
The Global Series will move to Düsseldorf, Germany, next month, where the Blackhawks and Senators will play two games at PSD Bank Dome. That weekend will be presented by Kaufland.