DoorDash Inks NHL as Official Delivery Partner in Multiyear North American Deal
Event summary
- DoorDash becomes the Official On-Demand Delivery and Pick Up Partner of the NHL across Canada and the U.S. under a multiyear deal.
- Partnership includes marketing rights, broadcast branding, and integration into NHL events like the Discover NHL Winter Classic and Stanley Cup Playoffs.
- DoorDash will sponsor Wednesday night NHL games on Prime Video in Canada and launch promotions like the DoorDash Puck Drop on September 29, 2026.
- The deal marks DoorDash's first partnership with the NHL, expanding its presence in sports sponsorships.
The big picture
This partnership aligns with DoorDash's strategy to embed itself in cultural moments, leveraging the NHL's loyal fanbase to drive usage. The deal also reflects the growing trend of food delivery platforms investing in sports sponsorships to enhance brand affinity. With the NHL's extensive reach across North America, DoorDash stands to gain significant visibility, particularly during high-profile events like the Stanley Cup Playoffs.
What we're watching
- Brand Synergy
- How DoorDash's integration into NHL events will drive consumer engagement and order frequency during game nights.
- Market Expansion
- Whether the NHL partnership can help DoorDash penetrate deeper into Canadian and U.S. markets.
- Promotional Impact
- The effectiveness of DoorDash's NHL-themed promotions in boosting user acquisition and retention.
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