The P.E.I. government says its $7.5-million partnership with the NHL is already paying dividends for the province’s tourism sector — but opposition parties remain unconvinced.
Tourism Minister Zack Bell says Island operators are seeing benefits after hosting more than 70 NHL officials, sponsors and media partners last week during a summit in Charlottetown. The event, part of the three-year deal naming P.E.I. the “official travel destination of the NHL,” included networking sessions, off-season events, and opportunities for local chefs, musicians and venues.
“This has been great for P.E.I.,” Bell said. “They’ve been absolutely loving the Island.”
The deal at a glance
Under the agreement signed in 2024, P.E.I.’s branding is featured on rink boards and ice surfaces during NHL broadcasts, with added exposure at showcase events like the All-Star Game and Winter Classic.
Provincial officials estimate the marketing value so far at $34 million, with $13 million in direct visitor spending linked to NHL-related events. Last year’s summit generated $582,000 for tourism operators, according to the province.
NHL chief brand officer Brian Jennings called the partnership a success:
“We’re really proud of what we’ve been able to establish with Tourism P.E.I. These meetings bring economic benefit and showcase the Island.”
Opposition doubts
Despite the government’s optimism, critics argue Islanders aren’t seeing tangible returns. Robert Henderson, Liberal MLA and former tourism minister, said many operators in his district dismiss the NHL deal’s impact.
“I’ve asked tourism operators how many visitors actually came because of NHL promotions. It’s usually a snicker and a laugh,” Henderson said.
Both Liberal and Green MLAs have criticized the spending, perks, and lack of transparency. Last year, opposition members forced the release of the unredacted contract through a subpoena.
They argue that tourism growth this year is more likely due to reduced entry fees and domestic travel trends than NHL branding.
On-the-ground benefits
Some operators, however, see the value. Chelsea Lefurgey, who hosted NHL officials at the Carriage House in New London, said the exposure extended her season:
“It brought awareness… people from across Canada and the U.S. who had never experienced P.E.I. before.”
Bell maintains that awareness is exactly the point:
“It’s about telling the story of P.E.I. as a great destination.”
The contract expires at the end of 2025. Bell says no decision has been made about renewal, though Jennings confirmed the NHL would like to continue.
