NHL Signs New Procter and Gamble Deal

The National Hockey League (NHL) today announced have announced a partnership with consumer product company, Procter and Gamble Co. (P&G).

The consumer products giant will partner its Oral Care division with the NHL in Canada, aligning products that are part of P&G’s ‘Leadership Brands’ portfolio, which are among the world’s best known household names.

The Official Partner of the NHL has also signed NHL player Martin St. Louis as the official spokesperson for its newest product, Crest Sensi-Relief, which is available in stores nationwide. Along with his wife, Heather, the St. Louis’ will be featured in a national print ad campaign this fall. St. Louis, winner of the 2003-04 Stanley Cup, has played in more than 1,000 games over his 15 seasons in the NHL. He is also the winner of numerous NHL Awards, including the 2003-04 Hart Trophy as League MVP, and is a six-time NHL All-Star.

“We’re thrilled to be partnering with the NHL on the launch of the new Crest Sensi line of products,” said Victoria Maybee, Communications Manager for Crest Canada. “Hockey is a favourite Canadian pastime that highlights how we make the best of our long cold winters, and tooth sensitivity is most often triggered by cold food, drinks and cold air. No one wants to suffer with tooth sensitivity, and with new Crest Sensi Relief toothpaste, we’re helping Canadians bench sensitivity.”

“Crest, Oral-B and Scope are powerful household names and through our partnership with P&G we have found a fantastic way to express to NHL fans a core product benefit of reducing tooth sensitivity through an engaging hockey-themed story,” said Kyle McMann, NHL Group VP, Integrated Sales. “The collaboration with NHL superstar Martin St. Louis will make our communication even more powerful, connecting fans to the player they already know on the ice in a meaningful way, while reinforcing the benefits P&G brands provide.”

P&G Canada will introduce its starting line-up of leadership brands Crest, Oral-B, Scope, and Fixodent to the 2014-15 NHL season via a co-branded broadcast spot, digital vignettes, and on-site activations at NHL events.

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