Motorpoint, the UK‑based automotive retailer, has been announced as the principal commercial partner of the Elite Ice Hockey League (EIHL). The five‑year agreement will see the league rebranded as the Motorpoint Elite League and will run until 2031, marking the first time the company has held naming rights for a professional sports competition.
Under the deal, Motorpoint will embed its brand across every facet of the league, from ice‑rink signage and team jerseys to digital platforms and exclusive activations at selected matches. The culmination of the partnership will be on display at the Motorpoint Arena in Nottingham, where the playoffs are scheduled to take place.
A New Era for the Elite League
Alex Howland, Marketing Director at Motorpoint, described the collaboration as a natural fit, citing the shared national reach of both the retailer and the league. “Our ambition is to deepen the fan experience and drive growth together,” he said.
Tony Smith, Chairman of the EIHL, welcomed the partnership, emphasizing its potential to accelerate the league’s development. “We are excited about the future of the sport and the opportunities this alliance creates for clubs, players and supporters alike,” he added.
The arrangement also builds on a long‑standing relationship between Motorpoint and the arena in Nottingham, where the company has sponsored the venue since 2004. That partnership has now been renewed, extending the naming rights and cementing Motorpoint’s role as a key supporter of elite‑level entertainment in the UK.
Motorpoint’s recent financial performance underscores the strength of the brand; the company reported an 82.9 % increase in pre‑tax profit compared with the previous year, reinforcing its capacity to invest in high‑visibility sports sponsorships.