Nov 28, 2011 at 01:00 PM
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Visa Renews NHL Canada, As Discover Card Activates In The U.S.

Discover celebrated the recent renewal of its NHL deal in the U.S. with its first-ever Thanksgiving activation around the Discover NHL Thanksgiving Showdown. The game, which took place on Friday between the Bruins and Red Wings, was heavily promoted beforehand with a special co-branded NHL-Discover float in the Macy's Thanksgiving Day Parade on NBC (see below).

Meanwhile, Visa Canada has decided to renew its sponsorship of the National Hockey League Players' Association (NHLPA) and the National Hockey League (NHL), for an additional three years. The sponsorship designates Visa as the official payment card of the NHLPA and NHL in Canada.

"Visa is proud to remain a sponsor of the NHL and NHLPA," said Brenda Woods, Head of Marketing, Visa Canada. "Through this sponsorship, Visa cardholders will have access to a number of exciting opportunities and offers that will help them enjoy and connect with Canada's most beloved sport."

"Partnering with the Visa brand, a leader in Canadian payments, is exciting for the NHL," said Kyle McMann, Vice President of Partnership Marketing for the NHL. "Through this strategic alliance, we will continue to develop and execute unique, appealing programs that will provide hockey fans new ways to engage with the game they love while providing tremendous value to Visa cardholders."

Visa launched a program called Hockey Love Hurts during the 2011-12 NHL season, whereby Canadian Visa cardholders had the opportunity to win a variety of NHL-related prizes by pledging allegiance to their favourite NHL team at