The collaboration sees the Toyota logo appear on the Wild’s home and road helmets, and the enterprise will continue as the official automotive partner of the Minnesota Wild.
The National Hockey League (NHL) side’s President, Matt Majka, commented: “Twin Cities Toyota Dealers have been a tremendous team partner and we are very thankful for their continued support. We look forward to having the Toyota logo on our helmets starting Friday night.”
Twin Cities Toyota has been the team’s official automotive partner since the 2006/07 season.
“We are excited to extend and enhance our great partnership with the Minnesota Wild by becoming the team’s new helmet entitlement partner,” added Steve McDaniels, representing the Twin Cities Toyota Dealer Association.
Tonight, Wild are up against the Anaheim Ducks at the Honda Centre with the reality of an 82-game season in the NHL for the first time in two years.
Until this year, NHL teams were not permitted to use their helmets as advertising space, but this rule has since been reversed as the league seeks to find new sources of revenue to counteract the financial impacts of the COVID-19 pandemic.
A number of the tournament’s teams have now struck helmet sponsorship arrangements, including the Pittsburgh Penguins, Detroit Red Wings, Dallas Stars, Arizona Coyotes, Toronto Maple Leafs and Calgary Flames, among others.