NHL News: Henkel Canada and the National Hockey League Announce Multiyear Canadian Partnership

Henkel Canada’s Purex Brand Named Official Laundry Detergent of the NHL

NEW YORK (Oct. 12, 2022) – Henkel Canada and the National Hockey League (NHL®) announced today a multiyear Canadian partnership, naming Henkel Canada’s Purex brand the Official Laundry Detergent of the NHL.

The new agreement provides Henkel Canada with an array of exclusive marketing rights and designations that will connect the Purex brand with the NHL and its fans through the NHL’s vast marketing and digital channels. The partnership begins immediately, and fans will see the Purex brand displayed in camera visible virtual slot in-ice ads during NHL regular season games broadcast on Rogers Sportsnet in Canada.

“Purex is excited to be teaming up with the NHL, as the official laundry detergent for the League,” said Heidi Chiu, Director of Marketing, Henkel Consumer Brands Canada. “Purex is committed to providing superior laundry detergent, with quality ingredients at a smart value. Our Purex products are powerful and extremely effective at fighting odours and stains, ideal for hockey-obsessed Canadians.”

“As the NHL regular season begins, we are thrilled to welcome Henkel Canada to the NHL family where we will provide Purex major brand visibility at NHL games throughout the season,” said Kyle McMann, NHL Senior Vice President, North American Business Development. “We look forward to collaborating with one of the world’s leading consumer brands to produce compelling initiatives for Purex that engage our passionate fans across Henkel Canada and NHL media platforms and in-store.”

To further engage fans, Henkel Canada will also have in-store and customer-specific shopper marketing programs, a consumer contest with additional details announced at a later date, and in the coming months, the NHL logo will be featured on Purex products and in-store displays. Purex partnership branding will also be featured on local hockey arena rinkboards across Canada.

NHL and the NHL Shield are registered trademarks of the National Hockey League. © NHL 2022. All Rights Reserved.

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About Henkel in North America

In North America, Henkel operates across its three business units: Adhesive Technologies, Beauty Care, and Laundry & Home Care. Its portfolio of well-known consumer and industrial brands includes Schwarzkopf® hair care, Dial® soaps, Persil®, Purex®, and all® laundry detergents, Snuggle® fabric softeners as well as Loctite®, Technomelt® and Bonderite® adhesives. With sales close to 6 billion US dollars (5 billion euros) in 2021, North America accounts for 25 percent of the company’s global sales. Henkel employs over 8,000 people across the U.S., Canada and Puerto Rico. For more information, please visit www.henkel-northamerica.com, and on Twitter @Henkel_NA.

About the NHL

The National Hockey League (NHL®), founded in 1917, consists of 32 Member Clubs. 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 191 million followers – league, team and player accounts combined – across Facebook, Twitter, Instagram, Snapchat, TikTok, and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 160 countries and territories through its rightsholders including ESPN, WBD Sports and NHL Network in the U.S.; Sportsnet and TVA Sports in Canada; Viaplay in the Nordics, Baltics and Poland; YLE in Finland; Nova in Czech Republic and Slovakia; Sky Sports and ProSieben in Germany; MySports in Switzerland; and CCTV5+ in China; and reaches fans worldwide with games available to stream in every country. 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 NHL.com, 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. NHL Original Productions and NHL Studios produce compelling original programming featuring unprecedented access to players, coaches and League and team personnel for distribution across the NHL’s social and digital platforms.

The NHL is committed to building healthy and vibrant communities using the sport of hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation, and socio-economic status. The NHL’s Hockey Is For Everyone™ initiative reinforces that the official policy of the sport is one of inclusion on the ice, in locker rooms, boardrooms and stands. The NHL is expanding access and opportunity for people of all backgrounds and abilities to play hockey, fostering more inclusive environments and growing the game through a greater diversity of participants. To date, the NHL has invested more than $100 million in youth hockey and grassroots programs, with a commitment to invest an additional $5 million for diversity and inclusion programs over the next year.


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