Carlsberg becomes the official beer of the CHL 

Carlsberg has been named the official beer of the Canadian Hockey League (CHL), and its member leagues, the Western Hockey League (WHL), the Ontario Hockey League (OHL) and the Quebec Maritime Junior Hockey League (QMJHL).

As part of a three-year partnership, Carlsberg will sponsor CHL’s national events for the 2024-25 season, including the 2024 CHL USA Prospects Challenge and the 2025 Memorial Cup. The brand will also sponsor a weekly Alumni Spotlight TV series, which will focus on the accomplishments of the CHL alumni from WHL, OHL and QMJHL.

The agreement extends Carlsberg’s partnership with the OHL signed last year, which made the brand the league’s first official beer. Under that partnership, Carlsberg was the sponsor of the OHL Alumni Spotlight series and the official partner of the OHL Playoffs for the 2023-24 season.

Anders Rud Jørgensen, managing director of Carlsberg, said that partnering with the CHL and its member leagues is a natural next step for the brand. The partnership will allow the brand to further connect with fans across Canada, as well as support the game.

For his part, Ryan Hudecki, VP of partnerships for the CHL, said the agreement is in line with the league’s goal of supporting the development of young hockey talent in Canada and celebrating the achievements of CHL alumni. In addition to the TV series, Hudecki says the league will work with Carlsberg to create new ways to highlight alumni’s stories and achievements with fans.

Gatorade partners with hockey player Sarah Fillier

As an official partner of the PWHL, Gatorade is teaming up with professional hockey player Sarah Fillier to roll out a new campaign.

Launched on YouTube, Gatorade’s “This is just the beginning” campaign features a 30-second video that focuses on everything Fillier had accomplished prior to turning pro, from the three times she was named Rookie of the Year, to becoming the first overall selection in the 2024 PWHL Draft. The ad concludes with Fillier taking a sip of Gatorade, accompanied by the message: “That’s just the beginning.”

According to the brand, Fillier was the ideal athlete for the campaign as her achievements have garnered widespread recognition and admiration, inspiring others even before she began her professional career, which aligns with the brand’s mission to champion great athletes and support women’s hockey.

Gatorade was one of the inaugural sponsors of the PWHL. Over the past few years, the brand has signed several sponsorship agreements in the sports arena. Last year, it partnered with basketball player Kia Nurse to support a program that helps women’s basketball players develop their skills. And previously, Gatorade sponsored the Dream Gap Tour, a series of weekend events and tournament games held in cities across North America by the PWHL’s Association.

Fillier joins a list of Canadian athletes Gatorade has signed, including Marie-Philip Poulin, Hayley Wickenheiser, Leylah Fernandez and Aurélie Rivard.

Hellmann’s shares recipes for success in its latest social campaign

With hockey season kicking off, Hellmann’s is launching a new social media campaign that invites fans of the Montreal Canadiens to enhance their game day luck with new food recipes.

The campaign includes a limited edition cookbook, La Recette du Succès, with 13 recipes inspired by legendary Habs moments and superstitions, as well as food trends and fans’ personal stories. The cookbook features recipes with the brand’s mayonnaise, such as the “Pre-Game Pasta” and the “Locker Room Burger.”

Hellmann’s will launch a new recipe every Saturday home game on its Instagram account and website. The brand will also launch a cookbook contest and will roll out a two-minute video in which former Habs player PJ Stock highlights the book as a tribute to the team and its fans.

“Through our research, we uncovered quirky food traditions and unique superstitions that have shaped the Habs’ legacy,” says Stock. “For instance, the Pre-Game Pasta recipe is a favourite amongst many current and former Habs players, including Guy Carbonneau and Patrice Brisebois. It was eaten by many of the players on the team during their iconic 1993 playoff run.”

In addition to paying tribute to the Habs, the campaign highlights Hellmann’s at a key moment for hockey, according to the brand. Through a nostalgia-led campaign, Hellmann’s aims to make game days a time for family reunion, says the brand.