The Canadian subsidiary of household goods company Procter & Gamble has agreed a partnership with the National Hockey League for the North American ice hockey competition’s 2014-15 season.
P&G’s Oral Care division will partner with the NHL in Canada and has also enlisted New York Rangers and Canada player Martin St Louis as the official spokesperson for its new Crest Sensi-Relief toothpaste.
St Louis (right of picture), a 2004 Stanley Cup-winner with Tampa Bay Lightning and 2014 Olympic gold medalist, will feature with his wife Heather in a national print advertisement campaign in Canada over the coming months.
Kyle McMann, NHL group vice-president for integrated sales, said: "The collaboration with NHL superstar Martin St Louis will make our communication even more powerful, connecting fans to the player they already know on the ice in a meaningful way, while reinforcing the benefits P&G brands provide."
P&G Canada will promote its Crest, Oral-B, Scope, and Fixodent toothcare brands during the 2014-15 season via co-branded broadcast spots, digital vignettes, and on-site activations at NHL events.