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  • October 9, 2025
  • 6 Minute Read
Press Release

Enterprise, NHL & NHLPA Renew North American Partnership

NHL, Enterprise and NHLPA logos in a graphic

Enterprise, the National Hockey League (NHL®) and the National Hockey League Players’ Association (NHLPA) today announced a multiyear extension of their North American partnership.


An NHL and NHLPA sponsor since the 2009-10 NHL season, Enterprise is the flagship brand of Enterprise Mobility, which has a wide-ranging portfolio including car rental, fleet management, flexible vehicle hire, carsharing, vanpooling, car sales, truck rental, vehicle subscription, luxury rental, technology solutions and more.


"Our partnership with the NHL and NHLPA has provided Enterprise with an incredible platform to authentically connect with a passionate fanbase, driving visibility, loyalty and deeper engagement with our brand," said Susan Lynch, assistant vice president of marketing strategy at Enterprise Mobility. "We are excited to extend our partnership and look forward to bringing innovative mobility solutions to meet the needs of the league, its players and its fans."


In addition to maintaining its exclusive status as the Official Rental Car Partner of the NHL and NHLPA, Enterprise also retains non-exclusive rights in the used vehicle sales, car sharing and ride sharing services to promote its range of business lines, including Enterprise CarShare®, Commute with Enterprise® and Enterprise Car Sales®.


The Enterprise brand will continue to have a national marketing presence across all league touchpoints, including the NHL's linear, digital and social channels, digitally enhanced dasherboards, camera-visible in-arena inventory during games and events, and broadcast integrations across North American NHL media rightsholders (TNT and ESPN in the U.S. and Rogers in Canada).


"For more than 15 years, our partnership with Enterprise has been built on a shared commitment to engaging fans and strengthening hockey communities across North America," said Jason Jazayeri, NHL group vice president, business development. "This renewal furthers that commitment, with an emphasis on innovation and creating experiences that bring fans even closer to the game they love."


"The NHLPA values and appreciates our long-term partnership with Enterprise, a trusted, community-focused company," said Devin Smith, NHLPA senior director, sponsorship & player marketing. "Players have enjoyed being an integral part of Enterprise’s promotional efforts over the years and we are looking forward to strengthening and building on this fantastic partnership for years to come."


The brand will maintain local market partnerships with the majority of NHL clubs and will continue to activate around NHL tentpole events like the NHL Winter Classic®, NHL® All-Star Game, NHL Stadium Series™ and Stanley Cup® Playoff games.


Enterprise delivers innovative transportation solutions through a broad portfolio of services designed to meet the evolving needs of its customers around the world. For nearly 70 years, Enterprise has been an industry leader in shaping the future of mobility.


Enterprise-branded business lines include Enterprise Rent-A-Car, Enterprise CarShare and Car Club, Enterprise Fleet Management®, Enterprise Car Sales, Enterprise Truck Rental®, Exotic Car Collection by Enterprise® and Commute with Enterprise (vanpooling).

About Enterprise Mobility


Enterprise Mobility is a leading provider of mobility solutions including car rental, fleet management, flexible vehicle hire, carsharing, vanpooling, truck rental, luxury rental, retail car sales and vehicle subscription, as well as other transportation technology services and solutions, to make travel easier and more convenient for customers. Enterprise Mobility, inclusive of its subsidiaries and franchisees, and affiliate, Enterprise Fleet Management, manage a diverse fleet of more than 2.4 million vehicles through an integrated network of over 9,500 fully staffed neighborhood and airport rental locations in more than 90 countries and territories. Privately held by the Taylor family of St. Louis, Enterprise Mobility manages the Enterprise Rent-A-Car, National Car Rental and Alamo brands.

About the National Hockey League


The National Hockey League (NHL), founded in 1917, consists of 32 member clubs. Each team roster reflects the league’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 191 million followers - league, team and player accounts combined - across Facebook, Twitter, Instagram, Snapchat, TikTok and YouTube; and more than 100 million fans online at NHL.com. The league broadcasts games in more than 260 countries and territories through its rightsholders including ESPN, WBD Sports and NHL Network in the U.S.; Prime Video, Sportsnet and TVA Sports in Canada; and via SiriusXM NHL Network Radio™, Sports USA and TuneIn; and reaches fans worldwide with games available to stream in every country.


Fans are engaged across the league’s digital assets on mobile devices via the free NHL App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the league’s inception, powered by SAP. NHL Productions develops compelling original programming featuring unprecedented access to players, coaches and league and team personnel for distribution across the NHL’s social and digital platforms.


The NHL is committed to building healthy and vibrant communities using hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation and socio-economic status. The NHL’s social impact platform, NHL Unites, reinforces that the official policy of the sport is one of inclusion on the ice, in locker rooms, boardrooms and stands. Through the NHL’s investments in communities across North America, the league is expanding access and opportunity for people of all backgrounds and abilities to play hockey. Last season, a record number of girls and boys stepped onto the ice and tried hockey for the first time. The NHL’s premiere ball hockey program, NHL STREET, continues its expansion into NHL and non-NHL markets, offering fun and affordable hockey for youth. And in arenas leaguewide, more than 350 cultural celebrations nights are held, celebrating fans of all backgrounds. The league’s efforts continue to foster more inclusive environments and grow the game through a greater diversity of participants.

About the NHL Players' Association


The National Hockey League Players’ Association, established in 1967, is a labor organization whose members are the players in the National Hockey League. The NHLPA works on behalf of the players in varied disciplines such as labor relations, product licensing, marketing, international hockey and community relations, all in furtherance of its efforts to promote its members and the game of hockey. In 1999, NHLPA Goals & Dreams was launched as a way for the players to give something back to the game they love. Over the past 25 years, tens of thousands of deserving children in 44 countries have benefited from the players' donations of hockey equipment. NHLPA Goals & Dreams has donated more than $26 million to grassroots hockey programs, making it the largest program of its kind.