Pet Valu has entered into a multi-year sponsorship agreement with the Vancouver Canucks of the National Hockey League (NHL), marking the specialty pet retailer’s first sponsorship of a major sports team.

The agreement will also have the pet store foster partnerships with the broader Canucks Sports & Entertainment (CSE) organization, which also includes the Vancouver Warriors of the National Lacrosse League (NLL) and the Abbotsford Canucks of the American Hockey League (AHL).

“Many Canucks players, their fans and individuals at CSE are devoted pet lovers so teaming up with the organization is a great fit,” says Tanbir Grover, chief digital and marketing officer. “Each day Pet Valu creates memorable moments for pet lovers and their pets and through this sponsorship we will be creating even more special interactions that tie the love of sports and the love of pets together.”

The sponsorship agreement will feature content, game presentation integration, prizing and promotional assets, including broadcast visible signage that will help amplify Pet Valu’s banners in Western Canada. Those also include Bosley’s by Pet Valu, Tisol and Total Pet. It also will allow Pet Valu to spotlight its “Companions for Change” Program, an initiative that will see events organized throughout October to raise funds to provide grants for animal charities, collect products for local animal organizations and help to find the right forever homes for local homeless pets.

“The Vancouver Canucks will support Companions for Change by making their mascot available at its events and leveraging its wide audience through content created in collaboration with the sports team that promotes the program,” tells MiC Tanbir Grover, chief marketing and digital officer, Pet Valu.