The team officially confirmed the partnership with the National Hockey League. Centered on the upcoming 2026 Discover NHL Winter Classic, the collaboration runs through next January. Both brands aim to integrate digital characters into the pro sports ecosystem through a series of physical events.
The brand debuts during Art Week Miami. Organizers announced that mascot Pengu will be there in person to meet hockey fans. The agenda includes themed giveaways and special activations designed to introduce the NHL audience to the collection’s characters.
Expanding Presence
The project continues to scale its IP through physical distribution channels. CEO Luca Netz previously brought the brand to mass retail via Walmart and Target.
This new agreement unlocks access to millions of fans across the US and Canada — Winter Classic games are traditionally held in open-air stadiums and draw massive TV ratings. Partnering with the league allows Pudgy Penguins to leverage these resources and push Web3 products beyond the niche market.
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