The Pittsburgh Penguins were announced as recipients of the NHL’s “Stanley Award” for sponsorship activation. The NHL Stanley Awards are presented annually by the league in honor of the club’s business and marketing achievements.
Pittsburgh’s “Rethink the Rink” partnership activation with Covestro, a global materials science company, was the winning entry in the sponsorship activation category.
“We are proud to work with our partners at Covestro and Carnegie Mellon to use the power of sports, materials science and innovation to help make our game safer and more enjoyable for our players and fans,” said Penguins president of business operations Kevin Acklin. “Together, we have developed hockey scoreboards and helmets that promote better player safety, and we thank the National Hockey League for recognizing our creative Penguins staff and our partners who have worked hard to make them. a success.”
The Penguins and Covestro began their partnership in 2018 and will enter the sixth year of their “Rethink the Rink” program. Each year of the program, Carnegie Mellon University students collaborate with Covestro engineers and Penguins experts to conceptualize innovative safety solutions for rinks and player equipment during a week-long activation.
The final years of the Penguins and Covestro’s “Rethink the Rink” program feature successes, including the improved scoreboard that is now marketed by Athletica, as well as a prototype goalie mask that is in development with Bauer Hockey.
This is the Penguins’ second “Stanley” for sponsorship activation after winning their top prize at the 2018 NHL Club Business Awards for the “Golden Ticket” and “Penguins Passport” promotions in 2016-17 and ’17-18. , respectively.