L’Oreal Paris Men Expert has announced it has signed a three-year partnership with the NHL, marking the brand’s first major sports sponsorship.

The beauty brand will be activating the sponsorship through a digital campaign on Facebook driving to NHL Life, an online series that will live exclusively on NHL.com starting Nov. 28 and present a behind-the-scenes look at the lives of various on-ice and front-office NHL personalities.

Media for the sponsorship was done internally at L’Oreal Paris with creative for the Facebook campaign done by Nurun. The sponsorship also includes NHL Weekly Pick ‘Em, a weekly contest that asks fans to choose the outcomes of the Saturday night hockey games for a chance to win weekly prizes, including NHL.com gift cards and L’Oreal Paris Men Expert products, according to a release. Top performers will be entered for the chance to win a trip for two to the 2014 NHL Awards.

“The entire program promises to create content not only applied to Men Expert products but to bridge the brand’s identity to the NHL lifestyle,” says Hugo Thibault, communications director for L’Oréal Paris, in a release. “We are thrilled to develop an intrinsic link between Canada’s most beloved sport and our brand.”