MORGANTOWN, PA — Joie has signed its first-ever National Hockey League partnership, teaming up with the Pittsburgh Penguins in a multi-year deal running through the 2027–2028 season.
The collaboration launches with the 2025–2026 NHL season and positions Joie as a family-accessibility partner aimed at making live sports more welcoming for parents with young children. Company executives said the agreement reflects a broader strategy to expand Joie’s presence in professional sports while reinforcing its brand promise of helping parents stay engaged in everyday life without added friction.
Under the partnership, Joie and the Penguins will introduce a slate of in-arena fan experiences, branded activations, and parent-support amenities at PPG Paints Arena. The initiatives are designed to reduce barriers for families attending games and to create shared moments that appeal across generations.
Jerry Ingraham, Joie’s chief marketing and strategy officer, said the Penguins partnership aligns with the company’s emphasis on community and family connection. He said hockey’s multi-generational fan base offers a natural platform for Joie to support parents while celebrating moments that bring families together.
Among the featured activations are the “Joie Baby of the Game,” a scoreboard segment highlighting one young fan each night, and the “Joie Baby Breakaway,” a baby crawl race tied to in-game entertainment and giveaways. Joie will also serve as title partner of the Penguins Family Room, a dedicated space for players’ and coaches’ families that will feature childcare support and Joie products.
Beyond the arena, the partnership includes community initiatives throughout the Pittsburgh region, including holiday visits by Penguins players to Ronald McDonald House locations and a local children’s hospital. Those efforts will be supported by coordinated media and social storytelling during the season.
Steve Kelley, the Penguins’ senior vice president of partnerships, said the organization prioritizes fan experience and family engagement, noting that Joie’s focus on parents and children aligns with the team’s broader community values.
For Joie, the deal marks a strategic expansion into major league sports marketing as brands increasingly seek experiential partnerships that extend beyond traditional sponsorship signage. By targeting parents and young families at live events, the company aims to build long-term brand loyalty while redefining what family-friendly access looks like inside professional sports venues.
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