Cooperation between the German Ice Hockey League and German Cancer Aid

Long-term partnership between German Cancer Aid and the German Ice Hockey League

German Cancer Aid has been the official health partner of the German Ice Hockey League (PENNY DEL) since the 2025/2026 season.
Under the motto “Together against cancer”, both partners are committed to a long-term collaboration to strengthen education, prevention and health awareness within the professional ice hockey community.

mm sports is responsible for the overall implementation of the partnership – from strategic conception to operational execution.
This includes, in particular, the development of the partnership and campaign concept, the overarching project organisation, and the central coordination between German Cancer Aid and the German Ice Hockey League.

The collaboration began with a successful partnership in 2024, when the German Ice Hockey League played a highly committed role in the foundation’s 50th anniversary celebrations, thereby drawing attention to its valuable work.

Over the course of the 2025/2026 season, a wide range of communication initiatives were implemented in collaboration with the league and all 14 clubs. These included, among other things, the dissemination of health messages via the clubs’ channels, as well as activities surrounding World Cancer Day on 4 February featuring eye-catching social media clips. mm sports also supported the content and production aspects of the campaign assets.

Another highlight was the online auction during the Christmas season: a total of 56 professional players created individual works of art featuring their club’s logo, which were then auctioned on eBay in benefit of German Cancer Aid and met with a great response from fans.

More information about the partnership can be found on the German Cancer Aid website on the “Together Against Cancer” campaign page.