NHL Seals L’Oréal Partnership

The National Hockey League has announced a three-year partnership with L’Oréal Paris Men Expert for the 2013-14 season, marking the beauty brand’s first sports sponsorship.

The number one skin care brand in Canada will encourage NHL fans to ‘up their game’ on and off the ice via a digital campaign and an exclusive NHL.com video series.

“The entire program promises to create content not only applied to Men Expert products but to bridge the brand’s identity to the NHL lifestyle,” says Hugo Thibault, Communications Director for L’Oréal Paris. “We are thrilled to develop an intrinsic link between Canada’s most beloved sport and our brand.”

The grooming and lifestyle brand will present NHL Life, an NHL.com exclusive online video series that offers fans a behind the scenes glimpse into the lives of various on-ice and front-office NHL personalities. The series will launch on Nov. 28 at NHL.com/nhllife.

“We’re excited to partner with L’Oréal Paris to bring our fans exclusive lifestyle content,” said Laurel Walzak, NHL Director of Integrated Sales. “Whether they are on the ice, behind the bench, or in the front office, our NHL personalities embody style and character, confidence, and flare. A collaboration between the Men Expert brand and the NHL brand to reach hockey fans is a natural fit.”

The partnership is multi-faceted and includes a sponsorship of NHL Weekly Pick ‘Em powered by L’Oréal Men Expert, a weekly exclusive contest for fans to ‘up their game’ by choosing all outcomes of Saturday NHL match-ups.