Why the NHL’s 75-Sponsor Global Series Should Make You Rethink Your Event Access Strategy
As the NHL heads into its Global Series in Stockholm, the league is doing so with an impressive roster of 75 corporate sponsors. The diversity and scale of its commercial partners, from luxury watchmaker Norqain to Sony, and major names like Mercedes-Benz, underscore how premium event access continues to be a powerful platform for brand engagement.
For companies that manage hospitality and ticket assets across sports and events, this is more than league-level news: it's a reminder that how you use your access matters. Whether you're distributing tickets for employee rewards, client entertainment, prospect engagement, or community initiatives, turning those assets into strategic value requires intentional infrastructure. That’s where Concierge Live comes in.
Key Takeaways from the NHL Sponsorship Move
Massive Sponsor Growth: The NHL has brought in 75 sponsors for the Global Series, demonstrating strong brand confidence in its international events.
New High-Profile Brands: New additions like Sony and Norqain elevate the league’s global prestige. Notably, Norqain becomes the NHL’s “Official Luxury Sports Watch.”
Strategic Brand Visibility: Sponsors such as Mercedes-Benz (the league’s official car partner in Sweden) are leveraging international games for deeper engagement and broader exposure.
Hospitality as a Global Asset: With large-scale sponsor deals come opportunities for global hospitality activation, from premium suites to VIP experiences, that need a strong management framework.
How Concierge Live Helps You Turn Event Access into Strategy
When you hold valuable event access, your question isn’t just, “How do we give this away?” It’s, “How do we use it smartly to drive business and engagement?” Concierge Live enables that strategy in several key ways:
Strategic Allocation
Define guest categories, employees, clients, prospects, community, and allocate tickets intelligently based on business priorities. This ensures high-value access aligns with strategic goals.Seamless Experience Workflows
Automate the guest journey from invite to attendance. Manage requests, approvals, and follow-ups so that premium access isn’t just given, it’s delivered in a meaningful way.Transparency & Compliance
Maintain audit-ready logs of who received access, who used it, and how decisions were made. This ensures fairness, accountability, and alignment with internal hospitality policies.Usage Analytics & ROI
Monitor who attended, how often they use access, and what subsequent business or cultural outcomes occurred (e.g., client renewals, employee retention, prospect conversion). Use data to optimize future access strategy.
Conclusion
The NHL’s massive sponsorship roster for this year’s Global Series signals that event access remains a highly valuable, high-stakes asset for major brands. But value isn’t just in having access, it’s in how you manage and deploy it. With Concierge Live, companies can elevate their hospitality programs from tactical perks to strategic business drivers.
