The Stanley Cup Playoffs not only draw millions of viewers across platforms, the annual series is a blue-chip property coveted by advertisers. This year more than a dozen official Canadian NHL partners have linked their brands with the NHL and the Playoffs. They are making the most of the opportunity by activating NHL-themed advertising, promotions, and contests and sweepstakes to engage fans. The campaigns include those from new Canadian NHL partners Tylenol, Truly and Harvey’s.
Other major brands sharing the NHL spotlight include Tim Hortons, Rogers, Scotiabank, Canadian Tire, Molson, Esso, Hyundai, Oikos and Skip The Dishes.
Notable campaigns include a contest from Harvey’s, a new sponsor in the QSR category, that offers consumers the chance to win two trips for two to a 2024 Stanley Cup Final Game and secondary prizing such as Harvey’s products for a year and $50 NHLShop.ca Gift Cards. The contest is supported in-store, digital media and NHL-controlled Digitally Enhanced Dasherboards.
Hyundai is using the playoff excitement to launch its new 2024 Santa Fe TV spot, “Cup Worthy,” that positions the auto maker as the brand that’s “Made for those who drive hockey.” Along with this, Hyundai’s Drive Home the Cup contest that will award an individual or group of individuals that drive hockey forward in their community a day with the Stanley Cup this spring. Hyundai dealerships are also celebrating the Stanley Cup Playoffs with NHL giveaways of foam pucks and mini sticks and are displaying tent cards, posters and a Stanley Cup standee for visitor photographs.
For the second year in a row, Tim Hortons is running a spring Tim Hortons NHL Trading Card Program, highlighting the greatest duos of the game with a 360-degree campaign that includes social, digital, POP creative and national TV spots featuring the Tkachuk family in the English spot and Nick Suzuki in the French version.
Truly Hard Seltzer has kicked off its first year as a sponsor with a wide range of activations. These include two 15-second spots running within Sportsnet broadcasts and across various digital and social channels. In retail liquor stores, Truly has produced Stanley Cup Playoffs ‘For The True’-branded cups for a gift with purchase program. Truly has also launched several retail and social contests across the country, including the Angry Otter Contest, for chances to win a trip for two to the 2024 Stanley Cup Final.
Rogers Beyond the Seat activation offers significant benefits for Rogers’ customers including unlocking Stanley Cup Playoffs experiences and an NHLshop.ca discount. Rogers is also rolling out a nationwide contest featuring a VIP trip to the Stanley Cup Final as the grand prize.
Scotiabank hopes to make itself popular with sports fans. The financial brand is giving every new customer free six-month Sportsnet+ access. In addition, it is attracting new customers and hockey fans with a contest that will award two lucky New Canadians with the opportunity to watch their First NHL Game at the 2024 Stanley Cup Final.
