Proctor & Gamble has agreed a four-year sponsorship deal with the Hockey Canada national ice hockey governing body to support the development of the sport in the country.
The consumer goods company will provide funding and products for various levels of ice hockey in Canada, ranging from grassroots to high performance programming.
The deal also includes the sponsorship of events such as the National Women’s Under-18 Championship, World Sledge Hockey Challenge, World Under-17 Hockey Challenge and World Junior A Challenge.
In addition, P&G will introduce the “Proud Sponsor of Hockey Moms” initiative as a way of helping parents to encourage their children to progress in the sport.
As part of this, P&G will profile Canadian players and their mothers on its pg.ca/moms website. Players that will be profiled include two-time Olympic gold medallist Meghan Agosta-Marciano and Paralympic Winter Games gold medallist Greg Westlake.
“By joining forces with Hockey Canada, we hope to inspire a new generation of up-and-coming hockey talent and spotlight those who help them achieve the pinnacle of their game – Hockey Moms,” P&G Canada president, Thom Lachman, said.