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NHL deal worth it for L’Oréal

Cosmetics and beauty brand L'Oréal Paris Men Expert has made its first move into sports sponsorship through a three-year deal with North American ice hockey league the NHL.

Effective from the 2013-14 season, the sponsorship will be primarily activated via a bespoke video series on the NHL’s official website and the “Up Your Game” promotional campaign, which relates to L’Oreal’s men’s grooming products range.

L’Oreal will be the presenting sponsor of NHL Life, an exclusive online series on NHL.com that offers fans a behind-the-scenes glimpse into the lives of various NHL personalities. The series launches today.

Additionally, L’Oreal takes the title sponsorship of the NHL Weekly Pick ‘Em prediction game. Prizes for successful fans will include L’Oreal Paris Men Expert products, with top performers eligible for the grand prize of a trip for two to the 2014 NHL Awards.