Black Box Wines, NHL announce multiyear partnership

MODESTO, Calif., and NEW YORK -- Black Box Wines, the Most Awarded Boxed Wine Brand, and the National Hockey League today announced a multiyear U.S. partnership naming Black Box the first Official Wine of the NHL. The partnership will introduce an integrated marketing platform called Wine Wednesdays to bring wine to one of the NHL’s marquee broadcast nights of the week and make Black Box part of the viewing ritual for hockey fans around the country.

Black Box offers premium, approachable wine in convenient formats and varietals for everyone, from 3L boxes (SRP $19.99) for hosting to 500ml singles (SRP $4.99) for on-the-go moments. With a growing momentum among women – one of the League’s fastest-growing fan segments – the NHL gives Black Box a powerful platform to connect with consumers who already over-index as wine drinkers and are more likely to enjoy wine at home during the week.

“We are thrilled to join the NHL and become part of one of the most passionate fan communities in sports,” said Nathan Barras, Vice President of Marketing at GALLO. “Through Wine Wednesdays, we have an opportunity to become part of the rituals and traditions that make hockey fandom so special, from gathering with friends for midweek games to hosting watch parties during the Stanley Cup Playoffs. Black Box is built for those occasions, and we're excited to help fans elevate the experience with great wine that's convenient, approachable and made to share.”

Black Box will bring the partnership to life beginning in 2027 through NHL platform integrations, in-arena programming, social and digital media, retail activations, select NHL Club integrations and on digitally enhanced dasherboards. The brand will also connect with fans at marquee NHL events, including the 2027 Navy Federal Credit Union NHL Stadium Series and during the Stanley Cup Playoffs. Fans of legal drinking age can visit BlackBoxWines.com to learn more about Black Box’s NHL partnership and upcoming Wine Wednesdays programming.

“We are thrilled to welcome Black Box Wines to the NHL family as the first-ever Official Wine of the National Hockey League,” said Jason Jazayeri, NHL Group Vice President, Business Development. “At the NHL, we strive to build partnerships rooted in authenticity, creating organic ways for our partner brands to become ingrained in how and where our fans experience hockey. Wine Wednesdays is a great example of that – building on existing appointment viewing to create a social occasion that brings fans together around hockey and gives Black Box a natural role in that experience.”

Fans of legal drinking age can follow @BlackBoxWines on Instagram and visit BlackBoxWines.com for updates on Wine Wednesday programming and ways to participate throughout the season.