The National Hockey League (NHL) and Henkel Canada have entered into a multi-year partnership that will see the company’s Purex brand become the league’s official laundry detergent.

Henkel Canada is planning a 360-degree integrated communication plan to bring the partnership to life, targeting Canadian hockey families. The sponsorship will include a Purex presence on the NHL’s digital and social media properties, as well as virtually inserted in-ice ads during NHL regular season games broadcast on Sportsnet. The deal will also have partnerships with Sportsnet and TVA Sports that will include drop-in branding during the regular season.

There will also be a consumer contest from March to June 2023, with additional details announced at a later date, as well as in-store and customer-specific shopper marketing programs. The NHL logo will also be put on pack and in-store displays. Finally, Purex partnership branding will be featured on local hockey arena rinkboards across Canada.

“As the NHL regular season begins, we are thrilled to welcome Henkel Canada to the NHL family where we will provide Purex major brand visibility at NHL games throughout the season,” says Kyle McMann, SVP, North American business development, at the NHL.