Catan Expands Sports Presence With NHL and Juri Knorr

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Catan will partner with the Ottawa Senators and launch a campaign with Juri Knorr, reinforcing its push to reach new audiences beyond traditional retail.

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Catan is expanding its strategy of connecting with professional sports by announcing a season-long partnership with the NHL’s Ottawa Senators, along with a separate campaign featuring German handball player Juri Knorr as a brand ambassador.

The Senators partnership brings Asmodee and Catan Studio together for activations targeting hockey fans. The game will be promoted through arena advertising, concourse activities and social media competitions throughout the season. The centerpiece will be a Catan Night at Canadian Tire Centre on 23 November, when the Ottawa Senators face the Calgary Flames, featuring themed decorations, activities, promotional giveaways and special ticket packages.

Peter Shier, the Senators’ vice president of marketing, said the team will be the only Canadian professional sports franchise, and the only NHL team, to host a Catan-themed game this year.

The initiative follows a move launched just under a year ago, when Catan announced its first professional sports partnership with the NBA’s Minnesota Timberwolves. That campaign also included interactive activations at selected games, giveaways, community initiatives and a Catan Night held in February.

In Germany, Kosmos named Juri Knorr a Catan ambassador ahead of the 2027 World Handball Championship, which will be held in the country in January. The campaign uses the slogan Mein Spiel nach dem Spiel, or “My game after the game,” and will feature Knorr on retail displays and branded products, along with a QR code competition offering sessions to play with the athlete and adidas handball jerseys featuring Catan themes.

Kosmos will focus the campaign on compact formats: Catan On The Road, a new card game, and Catan Dice Game. According to the publisher, 13 million people watched the Germany vs. Denmark final at the 2026 European Handball Championship, an audience that helps explain the campaign’s focus.

The partnerships underscore Catan’s efforts to reach players beyond traditional hobby channels. The game has sold more than 50 million copies and been translated into more than 45 languages. Kosmos is also taking part in a McDonald’s promotion in Germany, Austria and Luxembourg, with nearly seven million adapted games produced and a campaign running from 20 August to 23 September.

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