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NHL names Tourism Prince Edward Island official travel destination partner

by Staff

NEW YORK & TORONTO – Tourism Prince Edward Island (PEI) and the National Hockey League (NHL®) today announced a multiyear North American partnership, naming Tourism Prince Edward Island the Official Travel Destination Partner of the NHL.

The new partnership provides Tourism Prince Edward Island with an array of marketing assets and exclusive designations that will connect the brand with the NHL and its fans through the NHL’s vast marketing, digital and social media channels.

Prince Edward Island will receive broadcast exposure during tentpole NHL events through Digitally Enhanced Dasherboards, the League’s advanced approach to dynamic dasherboard advertising. The partnership will also bring a League business meeting to PEI attended by League partners, employees and other guests.

As part of the partnership, Tourism Prince Edward Island’s brand will be displayed through various marketing activations during tonight’s Boston Bruins vs. Tampa Bay Lightning game in Boston, a key market for Prince Edward Island tourism.

During the 2024 NHL® All-Star Weekend in Toronto, NHL fans had the opportunity to visit Tourism Prince Edward Island’s All-Star Clubhouse at the 2024 Hyundai NHL Fan Fair™ and witnessed compelling Tourism PEI on-site activation, branded Digitally Enhanced Dasherboards and in-arena signage.

“When our Island’s tourism industry was provided this opportunity, Tourism Prince Edward Island and the Government of Prince Edward Island recognized how huge this partnership could be. The NHL is a trusted organization with massive reach – having millions of loyal NHL viewers seeing PEI on their screens has exciting potential and the brand association with the NHL is a natural fit for our province,” said the Honourable Cory Deagle, Minister of Fisheries, Tourism, Sport and Culture. “This collaboration not only strengthens our position as a premier tourism destination but also presents us with a platform to engage with the NHL’s global fan base as Prince Edward Island looks to grow and strengthen our tourism brand.”

“This new partnership between Tourism Prince Edward Island and the National Hockey League not only underscores our collective visionary approach of growing tourism on the Island, but also promises to fortify and elevate our brand as a must visit destination,” states Corryn Clemence, CEO of the Tourism Industry Association of Prince Edward Island (TIAPEI). “As the Tourism Industry Association, we celebrate this monumental achievement and anticipate the positive impact this collaboration will have on showcasing the unparalleled beauty of Prince Edward Island to a global audience.”

“Through our partnership, we look forward to showcasing all of the best Prince Edward Island has to offer to our passionate fans,” said Keith Wachtel, NHL Chief Business Officer & Senior Executive Vice President. “Prince Edward Island has a great history with the NHL as 35 Players from PEI have played in the League, and we are excited to highlight what an incredible tourist destination Prince Edward Island is.”

NHL and the NHL Shield are registered trademarks and the NHL All-Star logo and NHL Fan Fair name and logo are trademarks of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams. © NHL 2024.  All Rights Reserved.

About Tourism PEI

Tourism PEI was established as a provincial crown corporation in June 1999 and champions Prince Edward Island’s tourism industry and markets the province as a premier tourist destination.

About Prince Edward Island

Prince Edward Island is renowned for its scenic beauty, fresh farm produce, abundant seafood, relaxed pace of life and the warmth and authenticity of its residents. Easily accessible by air, sea and the longest bridge in Canada, PEI offers premier accommodations, top notch golf courses, the warmest waters north of the Carolinas and a variety of outdoor activities for all ages and paces of life. 

Here, nature and modern life co-exist; albeit, it’s a fine balance. As a small island, our environment and ecosystems are fragile. Islanders recognize the importance of measures to mitigate and protect our environment so that crops flourish, shellfish thrive and visitors may continue to enjoy the beauty of this place.

To learn about Prince Edward Island, visit

About the NHL

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 The League broadcasts games in more than 160 countries and territories through its rightsholders including ESPN, TNT Sports and NHL Network in the U.S.; Sportsnet and TVA Sports in Canada; Viaplay in the Nordics, Baltics, and Poland; YLE in Finland; Nova in Czech Republic and Slovakia; Sky Sports and ProSieben in Germany; MySports in Switzerland; and CCTV5+ in China; 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, 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 Original Productions and NHL Studios produce 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 the sport of hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation, and socio-economic status. The NHL’s Hockey Is For Everyone® initiative reinforces that the official policy of the sport is one of inclusion on the ice, in locker rooms, boardrooms and stands. The NHL is expanding access and opportunity for people of all backgrounds and abilities to play hockey, fostering more inclusive environments and growing the game through a greater diversity of participants. To date, the NHL has invested more than $100 million in youth hockey and grassroots programs, with a commitment to invest an additional $5 million for diversity and inclusion programs over the next year.

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