Hyundai Auto Canada, Genesis Motors Canada, the NHL and the NHLPA Announce Multiyear Canadian Partnership

Hyundai Auto Canada, Genesis Motors Canada, the National Hockey League Players’ Association (NHLPA) and the National Hockey League (NHL®) have announced a multiyear partnership, naming Hyundai the Official Automotive Partner of the NHL and NHLPA in Canada. The partnership includes the Genesis brand being the NHL and NHLPA’s Official Luxury Automotive Partner in Canada.

Launching this fall for the 2022-23 NHL season, the partnership represents the next evolution of Hyundai Canada’s ongoing commitment to driving hockey forward. Since 2010, Hyundai has supported community programs that increase access to the great game for youth in underrepresented and marginalized communities.

In collaboration with the NHL and the NHLPA, Hyundai will continue to foster its connection to hockey in Canada through NHL events including the NHL Heritage ClassicTM and Stanley Cup® Playoffs, media exposure, and usage rights of the NHL name and logo, and current and former NHL Players through the NHLPA and the NHL Alumni Association. The partnership will also provide the opportunity to enrich shared corporate social responsibility initiatives through community engagement and joint projects.

“Hyundai Canada is proud to be a champion of Canada’s hockey community and we are incredibly excited to be named the NHL and NHLPA’s official automotive partner starting next season in Canada,” says Don Romano, president and CEO of Hyundai Canada. “At Hyundai, we’re always aiming to connect with our customers in meaningful ways, and this partnership with Canada’s premiere sports league takes us to the next level of engaging not only with our customer base, but Canadians from coast-to-coast who share Hyundai’s love for hockey.” “

Genesis is delighted to be the first-ever official luxury automotive brand partner of the NHL and the NHLPA,” says Lawrence Hamilton, executive director of Genesis Motors Canada. “At Genesis, we believe to move forward, you must have a sincere connection with your audience and nothing connects Canadians quite like the game of hockey. We look forward to sharing this experience with customers and Canadians across the country over the coming years.”

“This partnership with Hyundai Canada brings together our shared love of hockey and driving joy and access to our game at all levels in all communities,” said Kyle McMann, NHL Senior Vice President, North American Business Development. “We can’t wait to dig in with Hyundai in the upcoming season and beyond and bring our brands to life while also elevating grassroots hockey. The NHL couldn’t ask for a better fit for our official Canadian automotive partner.”

“The Players are thrilled to be partnering with Hyundai Canada, a proven industry leader and a brand that is dedicated to supporting grassroots hockey and driving hockey across Canada,” said Devin Smith, NHLPA Senior Director, Marketing and Community Relations. “Every player has memories of hockey road trips. We are excited to work with Hyundai Canada by engaging Players in authentic storytelling from their hockey experiences through this exciting partnership."

Further details about the partnership will be announced in the coming months.

About Hyundai Auto Canada Corp: Hyundai Auto Canada, established in 1983 and headquartered in Markham, Ontario, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout Canada by Hyundai Auto Canada and are sold and serviced through more than 223 dealerships nationwide. Hyundai is also the first to offer a second-generation zero-emissions Fuel Cell Electric Vehicle to Canadian customers, called the NEXO. More information about Hyundai and its vehicles can be found at www.HyundaiCanada.com.

About Genesis Motors Canada: Genesis Motors Canada is headquartered in Markham, ON and distributes markets, and services Genesis vehicles in Canada through a network of 30 agency distributors. Genesis is an all-new global automotive brand that delivers the highest standards of performance, design, and innovation. Genesis offers a range of models including the G70 sport sedan, G80 executive sedan, the flagship G90 sedan, and the GV80 sport utility vehicle. The brand has also just released its first electric vehicle – the GV60 crossover utility vehicle (CUV).

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 the arena and through its partners on national television and radio; more than 191 million followers - league, team and player accounts combined.

About the National Hockey League Players’ Association: The National Hockey League Players’ Association (NHLPA), established in 1967, is a labour organization whose members are the players in the National Hockey League (NHL). The NHLPA works on behalf of the players in varied disciplines such as labour relations, product licensing, marketing, international hockey and community relations, all in furtherance of its efforts to promote its members and the game of hockey. In 1999, the NHLPA launched the Goals & Dreams fund as a way for the players to give something back to the game they love.