Having moved on from its title sponsorship of the Orange Bowl, Discover Financial Services is doubling down on the NHL to reward cardholders.

Case in point: The credit card company leveraged last weekend’s NHL Honda All-Star Game with a promotion that offered the opportunity to work with an equipment manager during the event’s All-Star Skills Competition.

“This year we have focused on unique access opportunities,” said Brian Cull, NHL group vice president of integrated marketing.

Discover also presented the trophy showcase at the All-Star Game Fan Fair. The sponsorship builds on Discover’s “Day with the Cup” promotion that gives fans the opportunity to spend the day with the Stanley Cup.

“It’s extending the ‘day with the cup’ thematic,” said Cull.

The 2015 All-Star Game was the league’s first All-Star Game since 2012. The 2013 game was postponed due to the 2012 NHL lockout while the 2014 game was cancelled due to the Winter Olympics in Sochi, Russia.

Discover activated the 2015 Bridgestone Winter Classic by offering card members the opportunity to watch practices, tour locker rooms and participate in other unique experiences.

“We look for ways that we can enhance someone’s experience with a property they love,” said Jennifer Murillo, Discover vice president of brand communications.

Discover also activates the NHL with surprise visits by the Stanley Cup. The company last year activated its new partnership with the Boys & Girls Club of Chicago with a surprise visit by the Stanley Cup at a BGC Halloween party, while it brought the trophy to a U.S. Naval Academy hockey team practice to celebrate the team’s performance on the ice.

The payment company also offers discounts on purchases made with a Discover card at www. Shop.NHL and on-site retail locations.

Discover further leverages the NHL to drive transactions during key shopping seasons. For example, the company uses the NHL Discover Thanksgiving Showdown game on NBC to drive card usage on Black Friday and Cyber Monday. The company supports the effort through its sponsorship of a float in the Macy’s Thanksgiving Day Parade.

Discover is in the third year of five-year NHL partnership.