Oreo partners with the NHLPA

The deal includes a digital campaign supported by social media ads, player stories and videos across multi-social channels.


The National Hockey League Players’ Association (NHLPA) has closed a multi-year agreement with Oreo for the first time.

Under the partnership, charitable initiative NHLPA Goals & Dreams and the Mondelez brand are launching the “Oreo Stay Playful For All” program, which will provide $200,000 in hockey equipment grants across Canada.

The partnership also includes a creative campaign, featuring the new Team Oreo, with hockey stars William Nylander, Sara Nurse, Nick Suzuki, Marie-Philip Poulin, Quinn Hughes and Zack Hyman encouraging Canadians to make the sport more accessible to disadvantaged communities across the country. The campaign is asking fans to share stories on social media about what “Stay Playful” means to them.

The media plan includes social ads, player stories and videos across multiple social channels, retail POS displays, and on the Team Oreo grant application website. Vayner Media is behind the media buy, and Bstreet Communications devised the campaign.

“A core value of Oreo is staying playful and the power of play, which is why we’re thrilled to partner with NHLPA and some of hockey’s top pros to help make the sport more accessible to youth and keep play alive in communities across Canada,” said Chantal Butler, chief marketing officer at Mondelez. “Through this program, our goal is to remove the barriers that often prevent access to the game Canadians love and give more kids the opportunity to experience the joy of hockey.”

The partnership with Oreo coincides with the 25th anniversary of NHLPA Goals & Dreams, which provides hockey equipment to grassroots programs that help economically disadvantaged youth play hockey. Since 1999, NHLPA Goals & Dreams has donated more than $26 million to hockey programs in 40 countries around the world, according to the association.