Five-year deal see EIHL land new commercial partner
The Elite League has signed a major new commercial deal.
The EIHL has inked the five-year agreement with Motorpoint to be its principal commercial partner for the next five seasons.
The new and used car dealer - whose name also sits above the door at Nottingham Panthers’ home arena - will have exclusive naming rights for the regular and play-off action until 2031.
Alex Howland, the company’s marketing director, said: “With so much crossover between where their teams are based and we have stores, it felt like a natural fit for us. “With the Elite League playoffs having been hosted at the Motorpoint Arena Nottingham since 2004, we’ve already worked closely with the league to amplify the fan experience at these events and are looking forward to building on this as part of the partnership. “We’re really excited about this partnership and what we have planned for the upcoming season. You can expect to see us have a presence with every team in the league, as well as working nationally with the league to keep fans up to date with all the exciting initiatives we’re running online and across our stores nationwide.”
The league also welcomed the new agreement,
Tony Smith, chairman of the EIHL, added: “This is an exciting time for the league, with attendances continuing to grow strongly across recent seasons, more fans engaging with the sport than ever before and wide-ranging interest in new franchises.
“We believe there is a real opportunity for both organisations to build something meaningful together. Partnering with a nationwide brand strengthens the profile of the league, helps us support our clubs for many years to come, and we are delighted that Motorpoint recognises the value and potential of the Elite League.”
A new integrated logo has been developed to recognise the partnership. Motorpoint’s branding will also be prominent across the league on ice logos, team jerseys, rink side advertising as well as all other league-specific assets.
The announcement comes on the eve of the publication of the 2026-27 fixture list.
Clubs have been teasing their schedules all week, revealing their opening games, double headers and festive matches.
Fife Flyers open their Challenge Cup qualifying group at home to Glasgow Clan on September 12 with Dundee Stars visiting on the 27th.
Their first home league game is against Sheffield Steelers on October 4.