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NHL, NHLPA Partner with Lagardère Sports for World Cup of Hockey 2016

By John Burns, Associate Editor
February 26, 2016

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The World Cup of Hockey 2016, a joint effort between the National Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA), Toronto, has retained Lagardère Sports for the tournament.

Lagardère, a global sports marketing agency, will support the efforts of the World Cup of Hockey by leading sponsorship sales in Europe for the tournament.

“The World Cup of Hockey 2016 is a premier global sports property that will capture the hearts and minds of avid hockey fans, engage casual sports fans and kindle national pride,” says Keith Wachtel, NHL EVP of global partnerships. “We look forward to working with many great brands across Europe who will have the opportunity to activate against what is expected to be the most competitive international hockey tournament ever played.”

Lagardère will have the right to sell sponsorship ventures for the World Cup of Hockey 2016, including commercial assets such as the event’s marks and those of the participating teams, group player rights and digital dasher boards for the tournament’s European broadcasts.

For more information, visit nhlpa.com. — J.B.