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Hyundai Auto Canada, Genesis Motors Canada, the NHL and the NHLPA Announce Multiyear Canadian Partnership – AutoSector.com ®
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AutoSector.com ®

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


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Hyundai Auto Canada, Genesis Motors Canada, the National Hockey League Players’ Association (NHLPA) and the National Hockey League (NHL) today announced a multiyear partnership, naming Hyundai the Official Automotive Partner of the NHL and NHLPA in Canada, which 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 Classic 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 has long been champion of Canada’s hockey community at the grassroots level. On behalf of Hyundai Auto Canada and our 252 dealers across the country, we are incredibly excited to expand on that, and at the highest level, as the NHL and NHLPA’s official automotive partner starting next season in Canada,” said 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 provides us with an exceptional opportunity to engage with not only 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,” said 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.”


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