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August 2019
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NHL, Imperial Oil ink Multiyear Deal



Esso’s National Fan Campaign, “How Far Will You Go?”, Debuts During the 2019 Stanley Cup Playoffs


TORONTO (April 15, 2019) – The National Hockey League (NHL®) and Imperial Oil (Imperial), today announced a multiyear agreement naming Imperial, the Official Retail Fuel of the NHL in Canada.


The partnership, including a national campaign featuring Imperial’s Esso brand — in which Imperial collaborated with Hockey Canada — launched today across Canada in conjunction with the 2019 Stanley Cup Playoffs. The campaign celebrates hockey at all levels played in communities across Canada. Imperial’s television and digital feature, “How Far Will You Go?”, a key component of the campaign, captures the story of a young player’s journey from first taking to the ice to coaching the next generation. The vignette has just launched across Canada on television, in select movie theatres and in-arena at Stanley Cup Playoff games.


“Imperial is thrilled Esso is the official retail fuel of the NHL in Canada and we continue – as we have for many, many years – to recognize hockey’s significant place in the hearts and minds of Canadians,” said Jon Wetmore, Imperial’s Vice-President Downstream. “We share the NHL’s commitment to building healthy and vibrant communities through the sport of hockey – values held dearly by both the NHL and Imperial.”


“Our goal at the NHL is to introduce the game of hockey to the broadest possible audience and drive deeper engagement with our fans, especially during the Stanley Cup Playoffs – the most exciting and unpredictable time in sports,” said Kyle McMann, NHL Group Vice President of Business Development. “Imperial and its Esso brand have been synonymous with Canadian hockey culture for decades, and we look forward to collaborating on new opportunities to further the growth of hockey at all levels.”


In addition to the national campaign, the partnership will feature a pair of social media contests during the 2019 Stanley Cup Playoffs. Fans will have a chance to win one of two trips for four to a game during the 2019 Stanley Cup Final and one of three trips for two to the 2019 NHL Awards in Las Vegas. Contest details will be available at


Imperial will leverage the partnership to showcase its Esso brand through on-site activations at the 2019 Tim Hortons NHL Heritage Classic™ - the NHL’s premier signature Canadian event featuring the Calgary Flames and Winnipeg Jets at Mosaic Stadium in Regina, Sask., on October 26, 2019. The agreement also includes other consumer-focused activations throughout the NHL’s regular season and in-broadcast and media buys.


Imperial, a sponsor for the World Cup of Hockey 2016, is also a partner of the NHL’s seven Canadian Clubs and Hockey Canada. Imperial’s commitment to youth/community hockey is demonstrated by a record 20,000 minor hockey teams participating in Hockey Canada’s Esso Medals of Achievement program and upwards of 10 million Certificates of Participation being awarded to young boys and girls all across Canada.


### (04/15/19)


NHL, the NHL Shield and the word mark and image of the Stanley Cup are registered trademarks and NHL Heritage Classic name and logo and NHL Awards name and logo are trademarks of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams. © NHL 2019. All Rights Reserved.


Esso is a trademark of Imperial Oil Limited. Imperial Oil, Licensee.


About Imperial:

After more than a century, Imperial continues to be an industry leader in applying technology and innovation to responsibly develop Canada’s energy resources. As Canada’s largest petroleum refiner, a major producer of crude oil, a key petrochemical producer and a leading fuels marketer from coast to coast, our company remains committed to high standards across all areas of our business.


About the NHL:

The National Hockey League (NHL®), founded in 1917, consists of 31 Member Clubs and proudly welcomes its 32nd franchise, based in Seattle, for the 2021-22 season. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 151 million followers – league, team and player accounts combined – across Facebook, Twitter, Instagram, Snapchat and YouTube; and more than 100 million fans online at The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN and the NHL Network in the U.S., Sportsnet and TVA in Canada, Viasat in the Nordic Region and CCTV and Tencent in China. The NHL reaches fans worldwide with games available online in every country including via its live and on-demand streaming service NHL.TV™. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio; and on, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. The NHL is committed to building healthy and vibrant communities through the sport of hockey by increasing youth participation and engagement; fostering positive family experiences; promoting inclusion, positive culture and leadership; and supporting sustainable community impact.