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The National Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA) announced that Compuware Corporation has signed a multi-year corporate marketing agreement to become “The Official Global Application Performance Partner of the NHL and NHLPA.” The corporate marketing partnership gives Compuware access to the NHL’s multi-platform, global marketing and branding solutions with which to reach buyers of Compuware’s leading business-to-business software applications and technical services.

The agreement is highlighted by Compuware’s title sponsorship of the
2009 NHL Premiere™ games in Europe. Now in its third season, the 2009 NHL Premiere will kick off the NHL regular season with four games: the Detroit Red Wings will play two games against the St. Louis Blues in Stockholm; and the Chicago Blackhawks will play a pair of regular season games against the Florida Panthers in Helsinki.

In addition, Compuware will leverage the NHL’s collective integrated marketing platform which includes NHL.com; NHL Network; NHL Network Online; signature NHL events such as the NHL Winter Classic and NHL All-Star Game; NHL Arenas; and NHL rightsholders in the US and Canada.

“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 Chairman and CEO 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.”

“The NHLPA welcomes Compuware as our Official Global Application Performance Partner, and the title sponsor of the 2009 NHL Premiere Games in Europe,” said NHLPA Director of International Affairs, Tyler Currie.
“With our players hailing from around the world, international hockey competitions have long been held in high regard. The Premiere Games have become an elite event for all players participating, and with Compuware involved this year we expect a great kickoff to the 2009-10 season for the game, the players and the fans.”

“NHL fans have an unmatched passion and enthusiasm for new and emerging technologies,” said NHL Senior Vice President of Corporate Sales and Marketing Keith Wachtel. “We continue to attract leading partners in technology such as Compuware, reinforcing our leadership and value proposition in that marketplace.”

(Source: Sportsbusinessnews.com)