NEW YORK -- The NHL is hoping to turn Thanksgiving weekend into a hockey holiday as it did with New Year's Day.
Looking to build on the success of the Winter Classic, which has quickly become a New Year's staple, the NHL announced on Wednesday a renewal of a multiyear partnership with Discover.
The familiar credit card company will become the title sponsor of this year's "Discover NHL Thanksgiving Showdown," which takes place on the traditional shopping-heavy Friday after the holiday.
The "Black Friday" matchup features the Stanley Cup champion Boston Bruins and the Detroit Red Wings in an Original Six matchup on NBC.
Discover and the NHL will also debut a co-sponsored float during the Macy's Thanksgiving Day Parade on NBC as part of promotion for the game.
"We are looking to build an entirely new platform around Thanksgiving and have it include not only a game broadcast but something more," said David Lehanski, the NHL's group vice president of integrated sales. "That (parade)...