North American ice hockey’s NHL has entered into a commercial deal covering the Canadian market with the Tylenol pain relief brand.
Through a tie-up unveiled yesterday, Tylenol is now the league’s official pain, cold, and flu symptom relief partner.
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Tylenol, owned by the Kenvue corporation, has now been granted a range of exclusive marketing rights that will “connect the brand with the NHL and its fans” through the league’s marketing, digital, and social media channels.
The brand will be active at the NHL’s 2024 fan fair event in early February, and also at the All-Star Game in Toronto on February 3. There will be, in addition, visibility for Tylenol during the 2023-24 Stanley Cup Playoffs later this year.
There will also be a brand campaign run using the association between the two bodies, on in-store retail displays across Canada, and on NHL digital platforms.
Chris Falkiner, vice president of business development solutions, has said: “We are thrilled to welcome Tylenol, an iconic global brand, to the NHL family, so we can work together on building creative programs to engage fans and consumers in Canada. We look forward to launching our efforts together and developing new and unique content that deepens NHL fans’ affinity to Tylenol.”
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By GlobalDataIn mid-October, the league entered into Canadian partnerships with Moosehead Breweries, and with Kat Tire.
In total, there are seven Canadian NHL teams – the Oilers, Senators, Toronto Maple Leafs, Montreal Canadiens, Winnipeg Jets, Calgary Flames, and Vancouver Canucks.
Andrew Kalmuk, Kenvue’s vice president of consumer demand generation, added: “Having Tylenol® as the official pain, cold and flu symptom relief partner of the NHL is a way to show Canadians that there are fast, effective, and trusted solutions to relieve your symptoms and help you get back to the sport you love.”
The NHL 2023-24 regular campaign runs up until April 18, with the Stanley Cup Playoffs and Finals then continuing into June.
