Venustas becomes Hockey East’s heated apparel partner

Hockey East has named Venustas its exclusive heated apparel partner in a multi-year deal that will support student-athletes, fan activations and community programs across New England. The partnership also includes a charity initiative and seasonlong branding at championship and broadcast events.

Why it matters: - The deal gives Hockey East a new consumer-facing sponsor tied directly to cold-weather hockey culture. - Venustas gets year-round visibility with student-athletes, fans and championship audiences across the conference. - The partnership also funnels apparel support and charity help into New England communities.

What happened: - Hockey East announced a multi-year partnership with Venustas, The Expert in Heated Apparel, as the conference’s exclusive heated apparel partner. - Van Wagner secured the agreement and manages Hockey East’s sponsorship and corporate marketing program. - The partnership was announced Oct. 14, 2026, in Amesbury, Massachusetts. - Venustas will support student-athlete initiatives, fan engagement, championship activations and community-focused programs. - Venustas will provide heated apparel to Hockey East student-athletes. - Venustas will contribute to an NIL campaign highlighting the people behind the game.

The details: - Venustas will serve as the presenting sponsor of the Hockey East Red Carpet Arrival before the Hockey East Men’s Championship at TD Garden. - The partnership will be promoted during Hockey East broadcasts, on social media, across digital platforms, through playoff promotions and at championship events. - Hockey East and Venustas will launch a corporate social responsibility initiative benefiting New England-based charitable organizations. - Purchases made with a designated Hockey East promotional code will trigger heated apparel and other support for a selected organization. - Venustas said beneficiaries will be announced later. - Hockey East Commissioner Steve Metcalf said the partnership will draw attention to the people and communities that support the game and help make New England a warmer place for hockey fans. - Venustas CEO Michael Li said the brand wants to support student-athletes, contribute to the college hockey community and bring warmth to people in need. - Li also said the initiative should create confidence, support communities and help people keep moving forward.

Between the lines: - The sponsorship blends marketing, NIL, event branding and philanthropy into one conferencewide package. - For Hockey East, the deal deepens ties to winter-weather consumer brands that fit the sport’s audience. - For Venustas, the agreement creates a way to position heated apparel as both performance gear and community support.

What's next: - Hockey East and Venustas will roll out the partnership throughout the season. - More details on the charitable beneficiaries will be announced later. - Fans should expect continued branding across conference media, postseason promotions and championship events.

The bottom line: - Hockey East is turning a sponsorship into a seasonlong platform for athletes, fans and community aid.