DSM, a South Yorkshire-based structural envelope contractor specialising in roofing and cladding, has become the title sponsor of both the Sheffield Steelers and the Sheffield Steeldogs ice hockey clubs ahead of the 2026-27 season. The deal marks an expansion of a partnership that has already existed between DSM and the two clubs for several years, reflecting growing commercial support for ice hockey in Sheffield and the value local businesses place on backing the city's sporting institutions.

Founded in 2000, DSM's branding will now feature on team jerseys, throughout the Steelers' and Steeldogs' arenas, across digital platforms and in wider commercial activity. Steelers and Steeldogs owner Tony Smith praised the relationship's evolution from a commercial arrangement into a close working partnership, while DSM managing director Dean Foulkes said the sponsorship was about more than advertising, describing it as being part of something that brings people together.