NHL partners go big for playoff activations

As the NHL heads into a weekend featuring a tripleheader of first round Game 7s on Saturday, the league has more than half of its partners activating in some form this Stanley Cup Playoffs. The total of over two dozen sponsors in the U.S. and Canada represents an increase on the number activating last season. Included are newcomers Chipotle and TikTok, which have corner in-ice brand position throughout the postseason as part of their North American deals. Chipotle has partnered with Ducks C Trevor Zegras and Devils C Jack Hughes to help promote a BOGO entrée offer at stores this coming Monday. TikTok will have two creators capturing moments during conference finals and Stanley Cup Final games for the #TikTokInTheCorner content series and will be located on the glass in the corner. Meanwhile, online car retailer Clutch, a new league sponsor in Canada, is utilizing TikTok exclusively to give away two tickets each to two fans for one Stanley Cup Final game and more (SBJ).