Video: Caterpillar Mini Excavators Play Hockey in Latest Marketing Move
Ice Time for Iron
Caterpillar just dropped another creative concept video, and this one’s on ice. In the latest Cat vid titled “There’s No Off-Season,” mini excavators suit up and hit the hockey rink, pushing pucks with surprising skill and agility. The quick 30-second video blends sports and machines, reminding viewers that commitment, training and precision matter — even in the offseason. But this isn’t just a viral stunt. It’s another chapter in Caterpillar’s evolving sponsorship and branding strategy that targets sports fans and machine operators alike.
NHL Partnership Highlights Work Ethic
Since 2022, Caterpillar has been the official heavy equipment sponsor of the National Hockey League. The partnership focuses on shared values: hard work, team effort and perseverance. It’s not just about brand visibility on boards and banners. Cat aims to spotlight the people who use and build its machines — many of whom also follow the NHL. “There’s No Off-Season” visually ties these shared values together. Whether it’s a foreman digging foundations or a defenseman grinding out a shift, the hustle never stops.
MLS, Too — And We Were There for It
Caterpillar’s sports outreach goes beyond the rink. That same year, the company became an official partner of Major League Soccer. MLS appeals to a younger, more diverse audience — many of whom represent the next generation of construction pros. Caterpillar reinforced this connection in Cat Trial 12: No Hands, a video where former MLS and U.S. Men’s National Team legend DaMarcus Beasley dribbled and juggled through an obstacle course while Cat autonomous mining trucks and even a semi-autonomous Cat 299D3 track loader work — all of them with “no hands.” Compact Equipment was on set for that one, watching Beasley and machines weave around dining tables with glassware, Cat phones and obstacles in the Arizona desert.
That campaign wasn’t just entertainment. It introduced autonomy to a broader audience and showcased how even compact equipment can deliver this cutting-edge tech.
Why It Matters for Compact Equipment
Caterpillar’s embrace of sports sponsorships reflects the way today’s compact equipment is sold and marketed. It’s not just about lifting specs and bucket capacity anymore. Buyers want advanced tech, proven reliability and a brand that connects with their values. Whether it’s ice rinks, soccer fields or job sites, Caterpillar is making it clear — there’s no offseason when it comes to innovation.
Keith Gribbins is publisher of Compact Equipment.
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