National Hockey League snaps up new sponsor

The National Hockey League and the National Hockey League Players' Association have signed a new long-term sponsor.

The National Hockey League and the National Hockey League Players' Association have signed a new long-term sponsor.

Compuware Corporation will be the 'Official Global Application Performance Partner of the NHL and NHLPA', and will also be title sponsor of the 2009 NHL Premiere - the four opening weekend NHL games staged in Europe. This year, the NHL Premiere's third, will see the Detroit Red Wings play two games against the St. Louis Blues in Stockholm, and the Chicago Blackhawks take on the Florida Panthers in Helsinki.

The partnership between the NHL, NHLPA and Compuware will see Compuware tasked with leveraging the NHL's integrated marketing platform, which includes NHL.com, NHL Network and NHL Network Online as well as arenas and signature events.

"As a high-performance sports league, the NHL provides an ideal platform from which Compuware can communicate to customers and prospects about our global leadership in application performance," said Compuware chief executive Peter Karmanos, Jr. "We will use the NHL's integrated, international platform of high-profile events and branding opportunities to extend the reach of our application performance message, to deliver exceptional sales events and to increase our revenues."

NHL senior vice president Keith Wachtel added: "NHL fans have an unmatched passion and enthusiasm for new and emerging technologies. We continue to attract leading partners in technology such as Compuware, reinforcing our leadership and value proposition in that marketplace."