More than a dozen NHL sponsors and licensees will activate on site and around Miami before and during the 2026 Winter Classic this Friday. TNT and HBO Max will carry the game at LoanDepot Park between the Panthers and Rangers in the U.S., while Sportsnet and TVA Sports will have coverage in Canada.
Brand activations and displays will include:
- Credit card brand Discover, which is serving as the Winter Classic title sponsor for the fourth time, will have a robust on-site presence at this season’s event. The firm will host a “Face Off” experience at the Enterprise NHL PreGame fan festival where fans can compete in a puck drop challenge. It will also host meet-and-greets with former NHLers Ed Jovanovski and Henrik Lundqvist, as well as a panel featuring Wayne Gretzky, Nick Fotiu and Darren Pang.
- Enterprise will return as the presenting sponsor of the league’s Winter Classic fan festival outside LoanDepot Park. It is the car rental company’s second time sponsoring the pregame festivities after doing so before the 2024 Winter Classic in Seattle. The fan festival before last season’s edition in Chicago did not have a presenting sponsor.
- The NHL on TNT Face Off studio show presented by Verizon will broadcast live from the Verizon Stage within the pregame fan festival beginning at 7pm ET. The panel will feature Wayne Gretzky, Paul Bissonnette, Anson Carter and Liam McHugh.
- Fastenal, Chipotle, Jersey Mike’s and Ticketmaster will have their brand logos featured in the four corner in-ice positions during the game.
- New NHL sponsor NoBull, which is designated as the league’s official training shoe, will offer fans at the pregame festival the opportunity to try on product and have discounted purchases shipped directly to their homes.
- Miami-based Norwegian Cruise Line’s activation at the pregame fan festival will feature a lighthouse inspired by the one on Great Stirrup Cay, the company’s private island in the Bahamas. The Winter Classic telecast will also feature a Norwegian-branded mixed reality experience.
- The NHL’s official sports drink, BodyArmor, will host its own off-site experience at the Wynwood Walls art installation, featuring a live graffiti mural and open street art wall. The event from 1-7pm ET will include appearances from Barstool Sports’ Spittin’ Chiclets podcast, Panthers mascots Stanley C. Panther and Viktor E. Ratt and hockey influencer Zac Bell.
- Other brands activating on site at the Winter Classic will include Caterpillar, Energizer, GLD, Navy Federal Credit Union, Pepsi, Perry Ellis, Pudgy Penguins, S. Preston Art + Designs, Ticketmaster and Upper Deck.
