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NHL adds Advil to sponsorship roster

North American ice hockey league the NHL has reached a deal with Pfizer Consumer Healthcare to make the company’s pain relief brand Advil an official partner for its 2013-14 season.

Under the agreement, Advil will also serve as an official partner and the official pain reliever of showpiece outdoor events the NHL Winter Classic and NHL Stadium Series for 2014.

Advil will receive significant media exposure, including camera-visible advertising boards and placement at the accompanying fan festivals of the flagship events.

The brand will also benefit from integration throughout all NHL-controlled media properties – from the league’s official website to social media outlets – and its national broadcast partner, NBC Sports.

Dave Lehanski, senior vice-president for integrated sales at the NHL, said:  “With the most ambitious series of big events in league history planned for this season – six outdoor games over 61 days – we are delivering unprecedented fan engagement while offering our partners more opportunities to activate than ever before.”