By Barry Janoff
September 10, 2014: The NHL has signed a deal with Procter and Gamble naming the global consumer giant an official partner of the league in Canada.
P&G Canada said it would use the alliance to promote its Oral Care division, which includes Crest, Oral-B, Scope and Fixodent.
Financial terms of the one-year deal were not shared.
CPG rival Kimberly-Clark is a North American corporate partner with the NHL.
P&G Canada said it would support its oral care "leadership brands" throughout the 2014-15 NHL season with such multi-media activations as a co-branded TV, digital vignettes, social media and on-site activations at NHL events.
In addition, P&G Canada has signed NHL veteran Martin St. Louis as the official spokesperson for its new product, Crest Sensi-Relief. St. Louis and his wife, Heather, will be featured in a national print ad campaign breaking in the fall.
P&G joins a roster of NHL partners in Canada that also includes Canadian Tire, Diageo, Hershey's, L'Oreal Men, Mondelez, ScotiaBank, Tim Hortons, Rogers and Visa.
“We’re thrilled to be partnering with the NHL on the launch of the new Crest Sensi line of products,” Victoria Maybee, communications manager for Crest Canada, said in a statement. “Hockey is a favorite Canadian pastime that highlights how we make the best of our long cold winters, and tooth sensitivity is most often triggered by cold food, drinks and cold air. No one wants to suffer with tooth sensitivity, and with new Crest Sensi Relief toothpaste, we’re helping Canadians bench sensitivity.”
NHL North American corporate marketing partners also include Advil, Bridgestone, Coors Light, EA Sports, Enterprise, Gatorade, Honda, PepsiCo and Reebok.
"The collaboration with Martin St. Louis will make our communication even more powerful, connecting fans to the player they already know on the ice in a meaningful way."
According to Kyle McMann, NHL group vp-integrated sales, “Crest, Oral-B and Scope are powerful household names and through our partnership with P&G we have found a fantastic way to express to NHL fans a core product benefit of reducing tooth sensitivity through an engaging hockey-themed story."
Regarding St. Louis, who began his NHL career in 1998 and currently is with the New York Rangers, McMann said, "The collaboration with NHL superstar Martin St. Louis will make our communication even more powerful, connecting fans to the player they already know on the ice in a meaningful way, while reinforcing the benefits P&G brands provide."
The 2014-15 NHL season begins Oct. 8.
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