Warrior and EHC Alliance announce a three-year partnership extension

Warrior, the premier hockey brand based in Shelby Township, Michigan, and the EHC Alliance have signed a new three-year extension to their partnership, ensuring that come June, another distinguished player will be honored with the Warrior Career Excellence Award.

“The Warrior Career Excellence Award is a perfect fit to our company name – not only does it demonstrate a real “Warrior”, but it also ties very closely to the social aspects of the Warrior company and our parent company New Balance,” says Stuart Proud, Head of International Finance at Warrior.

“We feel the Warrior Career Excellence award fits well with the other awards – particularly the Young Player of the Year award which recognizes the most valuable new players at the start of their career while the Warrior Career Excellence Award typically rewards players who have often spent a lifetime in the game,” he adds.

Warrior and the EHC Alliance have been partners since 2018. With this extension, the two organizations are on track to celebrate a decade of collaboration by 2028—a milestone worthy of recognition in itself.

“We’re very pleased to sign another extension with Warrior, and we’re grateful for the long-standing partnership with such an exciting hockey brand,” says the EHC Alliance Managing Director Caroline Jonsson.

“Partners like Warrior also push us forward which is what partners do,” she adds.

In addition to the Warrior Career Excellence Award, Warrior is also a visible presence at other EHC Alliance events, such as the Hockey Business Forum. The eighth edition of the forum will be held in October 2025 in Belfast, UK.

“Warrior feels that being part of the EHC Alliance gives great opportunities for business networking, it brings people together in order to continue to promote hockey in Europe as well as both strengthening existing relationships and seeking new exciting relationships,” Proud says.

“With the multiple projects currently going on in the EHC, particularly concerning women’s hockey, we believe our partnership can only get stronger.”

Founded in 1992, Warrior is part of privately held New Balance Athletic Shoe, Inc.

Photo by Jan Beneš