NHL Lines Up More Than a Dozen Sponsors for Stadium Series Pregame Festival, A Look at Modern Sponsor Engagement
Introduction
The NHL has unveiled the full slate of corporate partners activating at the 2026 Navy Federal Credit Union NHL Stadium Series pregame festival at Raymond James Stadium in Tampa. The fan festival, part of one of the league’s marquee outdoor events, will feature interactive experiences and brand activations from more than a dozen sponsors, demonstrating how live sports properties are becoming broader engagement platforms for partners.
About the Stadium Series Fan Festival & Sponsor Lineup
The 2026 Stadium Series pregame festival transforms the area around the outdoor game into an immersive fan destination that extends beyond the puck drop. As part of the fan experience:
Four corner in-ice brand positions include Ticketmaster, Norqain, Fastenal and Jersey Mike’s, giving partners prominent visibility during the game.
Four neutral zone in-ice positions are held by CAT, Verizon, Expedia and Honda, bridging branding across broadcast and live environments.
Additional sponsors at the festival contribute interactive elements that invite fan participation and engagement ahead of game time.
This integrated approach, combining in-ice branding with pregame fan activations, reflects a broader trend in sports marketing where sponsors look for multi-touchpoint engagement that resonates both on the broadcast and on the ground.
How Concierge Live Helps Turn Hospitality Into Strategic Engagement
Major sponsorship activations like the NHL’s Stadium Series demonstrate how access and activation are intertwined in modern sports marketing. For organizations managing hospitality inventory and fan experiences tied to high-visibility events, execution is just as important as exposure.
Align Hospitality With Strategic Goals
Concierge Live helps teams and brands map hospitality inventory to business objectives — whether that’s client engagement, partner recognition, employee rewards, or community experiences — ensuring access drives impact.
Audience-Centric Access Control
Our platform allows tailored inventory visibility for different segments, giving key stakeholders access to the right experiences at the right time while maintaining governance and compliance.
Integrated Engagement Data
By connecting ticket and hospitality usage with CRM and engagement systems, teams can understand how experiences translate into relationship outcomes and business performance.
Outcome-Focused Reporting
Generate reports that go beyond attendance figures, showing which audiences engaged, how they interacted, and how those interactions support organizational goals.
Modern sponsorships are not just about visibility on game day; they’re about creating meaningful experiences and capturing insights that inform future strategy. Concierge Live helps organizations elevate hospitality into a strategic asset that supports both engagement and measurement.
