Black Box becomes the NHL’s first-ever official wine partner and will introduce Wine Wednesdays to one of the NHL’s most popular nights
October 1, 2026 (MODESTO, CA, 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.
About Black Box Wines
Black Box is one of America’s leading wine brands and a pioneer in premium boxed wine, known for delivering award-winning quality in convenient formats made for how people enjoy wine today. As the Most Awarded Boxed Wine Brand, Black Box helped redefine the category by proving that great wine can be premium, approachable and practical — offering bottle-quality wine across 3L, 1L and 500mL formats that fit real-life occasions from weeknight dinners and casual gatherings to stock-up moments and on-the-go lifestyles. For more information, visit BlackBoxWines.com
About the National Hockey League
Founded in 1917, the National Hockey League (NHL®) consists of 32 Member Clubs and showcases the world’s best hockey players competing for the most revered trophy in professional sports – the Stanley Cup. Each team roster reflects the League’s international makeup with Players from more than 20 countries represented.
The League reaches hundreds of millions of fans worldwide through live game attendance, television, radio, digital platforms and social media. Fans in more than 250 countries and territories engage with the NHL through a global network of media partners, including ESPN, TNT Sports and NHL Network in the United States; Prime Video, Sportsnet and TVA Sports in Canada; and SiriusXM NHL Network Radio™, Sports USA and TuneIn. Fans around the world can also stream NHL games in nearly 200 countries and territories via NHL.TV on DAZN. NHL.com and the NHL App provide fans with access to scores, statistics, highlights, news and original content, while NHL Productions creates compelling programming that brings fans closer to the players, teams and personalities that define the game.
The NHL is committed to fostering inclusive, healthy and vibrant communities through hockey. Through NHL Unites, the League’s social impact platform, the NHL works to ensure that hockey is welcoming and accessible to all, celebrating fans, players and communities of every background. For more information, visit NHL.com.
