German-based brand management and media firm m4e has inked a licensing and merchandising deal with the National Hockey League.
In addition, besides the Germany Football Association, its national teams and the DFB mascot, m4e is also the agent for the 100 year anniversary program of the IIHF (International Ice Hockey Federation), the governing body of the sport.
"We are very proud of this deal that aims at a long-term cooperation with the NHL," said Hans Ulrich Stoef, CEO of m4e. "We steadily continue pursung our goals by consequently expanding our business area of sports rights."
Founded in 1917 as a professional ice hockey league, the NHL is one of the four leading sports associations of North America. Products have already been successfully sold in the German market throughout the 1990s.