The Ottawa Senators have become the latest sports team to partner with a ridesharing company to aid fan travel to its home arena, while fellow NHL ice hockey franchises the Florida Panthers and Tampa Bay Lightning have also agreed arena-focused sponsorship deals.

The Senators have signed an exclusive partnership with Lyft, which will commence tomorrow (Saturday) for the team’s home opener against the New York Rangers. The deal includes an exclusive Lyft Pickup/Drop-off zone at the main entrance of Canadian Tire Centre (pictured), along with discounted rides on select game days.

Mark Bonneau, Ottawa Senators chief revenue officer, said: “Working with a like-minded community-oriented partner like Lyft helps us underscore our commitment to elevate the fan experience at every game.”

Meanwhile, the Panthers have signed a multi-year partnership with True Vodka. The agreement will see the True Vodka Club open at BB&T Center tomorrow prior to the club’s home opener against the Lightning.

Located on a Club Level end zone of BB&T Center, the True Vodka Club will offer fans a luxury seating and dining option during Panthers games, concerts and events, as well as a variety of unique food and beverage options. True Premium Vodka will be the official vodka of BB&T Center and will be available at all bars and restaurants in the arena.

True Vodka will also be the presenting sponsor of the Three Stars of the Game following all Panthers home games at BB&T Center. This is awarded to the most valuable players of the game voted on by media in attendance.

Finally, PepsiCo North America Beverages has joined the Lightning and its AMALIE Arena home as a championship partner. The seven-year deal sees PepsiCo replace Coca-Cola in the role and become the exclusive carbonated soft drink, water, energy drink, muscle milk, juice and tea of the Lightning and AMALIE Arena.

Signage and naming highlights in the new partnership include the entitlement of AMALIE Arena’s west patio, the primary entrance used by arena guests to enter and exit the building, as well as static and digital signage for Lightning games, concerts and events.

PepsiCo products will be served throughout the arena. Community elements in the partnership include the entitlement of one of the organisation’s 10 Lightning Made Street Hockey rinks currently being constructed in Tampa Bay, support of the annual Bolt Run and participation in the Lightning’s flagship fundraising events. In addition to community support, experiential programs across hockey, esports and music will be launched in the initial year of the partnership.

More than 100 Pepsi branded recycling containers will be placed throughout AMALIE Arena to aid the venue’s sustainability efforts.

Image: Canadian Tire Centre