The NHL is adding wine to its midweek broadcast routine. Black Box Wines has signed a multiyear U.S. agreement with the League, becoming the NHL’s first Official Wine partner and rolling out a “Wine Wednesdays” platform beginning in 2027.
The program is built around one of the NHL’s regular marquee television nights, with the brand aiming to become part of at-home game nights, small gatherings and Stanley Cup Playoffs watch parties.
Quick facts
- Black Box Wines is now the first Official Wine of the NHL.
- The multiyear partnership covers the United States.
- “Wine Wednesdays” launches in 2027.
- Activation plans include NHL broadcasts, arenas, retail, social media and digitally enhanced dasherboards.
- Black Box will have a presence at the 2027 Navy Federal Credit Union NHL Stadium Series and the Stanley Cup Playoffs.
Black Box plans to use League platform integrations, in-arena programming, digital and social campaigns, retail activations and select club-level promotions. Its branding will also appear through digitally enhanced boards during NHL coverage.
Nathan Barras, GALLO’s vice president of marketing, said the company sees hockey’s communal viewing habits as a natural fit for its product. He pointed to midweek games with friends and postseason hosting as occasions where fans can share wine while following the action.
The company sells 3-liter boxed wines with a suggested retail price of $19.99, along with 500ml single-serve options priced at $4.99. Black Box said its range is intended to cover both hosting occasions and individual use.
The NHL provides an opening for the brand to reach women, identified as one of the League’s fastest-growing audience segments. The partnership also focuses on fans who are more likely to drink wine at home during the week.
Jason Jazayeri, the NHL’s group vice president of business development, said the League wanted a partnership that could fit organically into the way fans experience games. He described Wine Wednesdays as a social viewing occasion built around existing appointment television.
In addition to its regular-season visibility, Black Box will connect with fans at the 2027 Stadium Series and throughout the Stanley Cup Playoffs. Programming details and participation information will be directed toward fans of legal drinking age through Black Box Wines’ website and Instagram account.
