Prince Edward Island’s tourism minister has reported positive impacts for local businesses due to the collaboration with the NHL. However, opposition parties on the island remain skeptical. Last week, over 70 National Hockey League representatives and sponsors, along with media and corporate partners, gathered on the island for a conference discussing the upcoming hockey season. This event was part of a controversial deal inked in 2024 that designated Prince Edward Island as the “official travel destination of the NHL.”
The agreement entails a payment of $7.5 million from the province to the NHL over three years in exchange for leveraging the league’s marketing platform. Under this arrangement, Prince Edward Island’s logo will be prominently displayed on NHL rink boards and ice surfaces during televised games in key markets. Additionally, the province will have the opportunity to host events during the NHL All-Star Game and Winter Classic, as well as accommodate NHL officials, sponsors, and partners for industry meetings like the recent summit.
Tourism Minister Zack Bell expressed delight with the partnership, stating that it has been well-received on the island. Brian Jennings, the NHL’s chief brand officer, acknowledged the positive outcomes of the collaboration, emphasizing the economic benefits it brings to Prince Edward Island and the exposure it provides.
The summit serves as a networking platform for NHL officials to collaborate and strategize for the upcoming season, while also promoting repeat visits to venues across the island. According to provincial officials, the estimated marketing value of the partnership thus far amounts to $34 million, with $13 million generated from direct spending by visitors to the island.
Despite the ruling Progressive Conservatives seeing returns on their investment, opposition parties remain critical of the deal’s value. They have raised concerns about the associated costs, travel expenses, and potential perks for government officials attending NHL events. The opposition has previously urged the cancellation of the NHL deal and redirecting tourism funds toward attracting Canadian visitors to Prince Edward Island.
Robert Henderson, a Liberal MLA and former tourism minister, questioned the tangible benefits for islanders from the partnership, noting that tourism operators are yet to witness significant advantages beyond the summit meetings. While tourism numbers have seen an uptick across Prince Edward Island, Henderson attributed this growth more to reduced entry fees and domestic travel trends than the NHL partnership.
Chelsea Lefurgey, a local operator who hosted NHL officials at her venue, highlighted the exposure and opportunities the partnership provided for showcasing local talents. She mentioned that hosting events outside the peak tourist season extended their business season. Minister Bell emphasized the partnership’s role in raising awareness about Prince Edward Island as a tourism destination, potentially leading to increased visits.
The current contract with the NHL is set to expire next year, with a decision pending on its renewal. Jennings expressed the NHL’s interest in continuing the partnership.
