(Image: thepwhl.com)
The Professional Women’s Hockey League (PWHL) has signed a deal with Aveeno Canada as its official body care partner for the upcoming season, which starts Nov. 21.
It’s Aveeno Canada’s first foray into sports sponsorship, and brand manager Jochen Hsia tells Media in Canada the initiative aligns with the Kenvue-owned brand’s existing positioning but introduces “a fresh expression” by connecting it with the strength, perseverance and self-belief embodied by PWHL athletes.
“This partnership marks a strategic move for Aveeno in the Canadian market, aligning the brand with an audience whose interests naturally overlap with skin care, health, wellness and performance,” Hsia says.
The partnership will be supported through a mix of earned, paid and owned media efforts, including in-game activations and social content integration with PWHL players.
Media will be amplified by UM Worldwide with creative assets produced locally by Castle City Creative. Harbinger Communications leads strategy, communications, influencer and experiential marketing, in collaboration with the PWHL and Aveeno brand teams.
Aveeno Canada will host a dedicated game night in Toronto with giveaways and an immersive “locker-room experience,” later travelling to other PWHL markets including Ottawa, Vancouver and Montreal, with exact dates to be announced in the coming weeks.
The brand is also collaborating with PWHL players to create tailored social content, including a campaign with goaltender Kristen Campbell, formerly of the Toronto Sceptres and joining expansion team PWHL Vancouver for the upcoming season, to promote Aveeno’s new Healing Ointment.
As well, seeding kits will be sent to select Canadian content creators to encourage organic coverage and conversation.
NBA teams up with CeraVe
L’Oreal-owned CeraVe, is now the official skincare and hair care partner of the NBA in Canada and the U.S.
The multiyear partnership announced earlier this month will come to life through custom content, immersive fan activations and retail presence across both markets during the season, which began this week.
Built into the deal are CeraVe branded activations at high-profile events like the NBA Cup, All-Star Weekend and the Summer League.
The brand will also be integrated into NBA 2K26, the latest version of the basketball video game, to connect with the league’s gaming audience.
The partnership debuted at the NBA Canada Series in Vancouver earlier this month with a branded tunnel entrance, influencer content and an in-arena fan promotion.
