Black Box Wines becomes NHL’s first official wine partner
The multiyear U.S. agreement includes a Wine Wednesdays campaign, with sponsorship activities starting in 2027.
The NHL has named Black Box Wines its first official wine partner under a multiyear agreement for the United States, the league and the brand announced on Thursday, Oct. 1.
The deal includes Wine Wednesdays, a campaign tied to Wednesday NHL broadcasts. Black Box plans to begin its sponsorship activities in 2027, with advertising on the league’s digital channels and digitally enhanced dasherboards, programmes inside arenas, retail promotions and involvement with selected clubs.
The brand will also take part in the 2027 NHL Stadium Series and the Stanley Cup Playoffs.
Nathan Barras, GALLO’s vice-president of marketing, said the partnership is intended to connect the brand with fans watching midweek games and gathering for playoff watch parties. NHL business development executive Jason Jazayeri said the Wednesday campaign builds on the league’s existing television audience.
The announcement did not disclose the financial terms or the number of years covered by the agreement.
