North American ice hockey’s top-tier NHL has secured a new regional partnership with consumer goods giant Procter & Gamble, in a deal that will see three of its leading household brands gain official sponsorship status in Canada.
The agreement, struck ahead of the 2026 Stanley Cup Playoffs, will see P&G’s iconic Gillette shaving brand become the official shave partner of the NHL in Canada, while its Old Spice aftershave will serve as the official personal care partner of the league in Canada.
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The company’s Tide and Downy Rinse, meanwhile, has been named the official fabric care partners of the NHL in the market.
As part of the agreement, the three brands will gain initial visibility through digitally enhanced dasherboard branding, social media content series, coordinated retail marketing across Canada, and 2026 Stanley Cup Final sweepstake opportunities.
This year's Stanley Cup Playoffs begin on April 18.
The league said as the multi-year partnership evolves, it will work with P&G to introduce new activations and touchpoints “designed to deepen the connection between fans, the game, and the brands that support them.”
The new deal comes as P&G continues to expand its sports sponsorship activity, having earlier this week announced an expansion of its partnership with the Women’s National Basketball Association in a similar multi-brand deal.
The deal builds on P&G brand Mielle’s multi-year partnership with the WNBA, struck in 2023, and will see P&G’s antiperspirant brand Secret, skincare brand Olay, and period care brand Tampax activate alongside its Downy, Gillette Venus, Olay, and Tide brands.
The consumer giant also expanded its commercial partnership with American football’s elite NFL, with Mielle being added into the sponsorship mix, becoming the first official textured-hair care partner of the league.
Other P&G-owned brands already engaged in partnership with the NFL include Braun, Gillette, Head & Shoulders, Old Spice, Procter & Gamble, Tide, and Vicks.
