The NHL has signed a deal with Intuit Quickbooks towards the close of a widely-viewed and commercially successful season in 2023/24.
Intuit Quickbooks has been named as the official small business accounting software of the NHL, gaining marketing rights and visibility in NHL national advertising.
The company will leverage marketing and promotional initiatives to engage the NHL fanbase and build up its profile with the league’s followers. The partnership will focus on Canada, where seven of the NHL’s 31 franchises are based.
Puja Subrun, Director of Marketing at Intuit QuickBooks, Canada, said: “A sponsorship with the NHL is an incredibly powerful opportunity for Intuit QuickBooks to foster connection and conversation with Canadians, including those who make up our small business community.
“Especially as we start to see the face of entrepreneurship change, with younger and more diverse business owners entering the landscape, we want to reach them early in their business journey to let them know that QuickBooks is on their team.”
The partners expect strong engagement with Canadian consumers, citing that ‘nearly one in three Candians consider themselves an entrepreneur’. The duo hopes to support Canada’s expanding small business partners via joint initiatives.
The agreement comes in the midst of the Stanley Cup playoffs, with the first three rounds being the most watched since 1996 according to SportsPro, suggesting the popularity of the league is on the rise.
Intuit joins a range of companies on the NHL’s sponsorship roster, such as Tylenol – which like Intuit is involved in a Canada-focused arrangement with the league – and US betting and gaming group Caesars Entertainment.
Chris Falkiner, NHL Vice President, Business Development Solutions, said: “As we head into the Stanley Cup Final this Saturday, we are proud to welcome Intuit QuickBooks to the NHL family where we will build impactful fan-focused programs to engage our passionate fans in Canada.
“Intuit QuickBooks sees the value the NHL audience can deliver to drive business efforts, and through our partnership, they will be able to tell creative stories to NHL fans, small business owners, entrepreneurs, and Intuit QuickBooks customers.”
