Honda and NHL Announce 3-Year Partnership

Perhaps as a platform to promote vehicle sales to its active-lifestyle, youth-oriented, and other hyphenated niche markets, American Honda Motor Co. and Honda Canada Inc. today announce a three-year agreement naming Honda as the official vehicle of the National Hockey League (NHL). Predictable press release wording reads as follows: "This partnership integrates the leading brand in the automotive industry with the strength, momentum and excitement of the NHL brand."

"Elements of the agreement," they say, "include Honda sponsorship of NHL television and Internet coverage along with active participation at NHL events in both the United States and Canada." American Honda's Steve Center, vice president of advertising and public relations, notes that the NHL "plays a big part of the sports landscape in North America," pointing to the league's 53 million fans in the United States and Canada.

So, to recap, VW stands for soccer and Honda has just inked an agreement with the folks who wield pucks, sticks, and busted teeth (why not Acura, now the brand of the snaggle tooth?). Depending upon which way this election goes, being a Hockey Mom could become quite chic, so listen up you hockey families: Honda's got anOdyssey it'd love to sell you. Or a Pilot, a CR-V, or an Element.--Colin Mathews