The National Hockey League (NHL), the National Hockey League Players' Association (NHLPA), and Verizon Wireless, the nation's leading wireless provider, today announced a new multi-year relationship where Verizon Wireless will have exclusive marketing and promotional rights as the "Official Wireless Service Provider" in the United States, and category-exclusive U.S. marketing rights for marquee NHL events–including the NHL All-Star Game, Stanley Cup Playoffs, NHL Awards Show and NHL Entry Draft.

As part of the relationship, Verizon Wireless will serve as the title sponsor of the NHL All-Star Concert to Benefit The Leary Firefighters, featuring the Grammy-nominated rock and soul band Robert Randolph & The Family Band and singer/songwriter Amos Lee. Proceeds from the January 21 concert, held at Gilley’s Dallas, will support The Leary Firefighters Foundation, a non-profit organization founded by actor Denis Leary. HDNet will air the concert as part of its Concert Series programming at a later date.

Verizon Wireless will have significant media presence on both NBC and VERSUS, and will conduct on-line and in-store advertising and marketing promotions. The NHL will receive prime positioning on the Verizon Wireless Mobile Web 2.0 main deck and, in addition, Verizon Wireless will provide its V CAST customers with NHL game video highlights and offer its Get It Now customers the capability to download NHL wallpapers, images and Ring Tones.

“The relationship with the NHL signifies yet another way Verizon Wireless offers its customers content they want on their mobile phones,” said John Harrobin, vice president of digital media and advertising for Verizon Wireless. “Verizon Wireless customers can now show their love of hockey, their team and favorite players with their phones, giving the NHL and NHLPA another way to extend their relationship with fans beyond the ice.”