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PPG broadens NHL involvement with league partnership

Paint supplier PPG has entered into a partnership with North American ice hockey league the NHL.

The multi-year agreement names PPG as the official paint of the NHL in the US and Canada.

The partnership has been announced in conjunction with tomorrow’s (Saturday’s) NHL Stadium Series outdoor game between the Pittsburgh Penguins and Philadelphia Flyers at Heinz Field, home of NFL American football team the Pittsburgh Steelers.

As part of the agreement, PPG and its products will be featured at tomorrow’s event, as well as at future Stadium Series games and the annual NHL Winter Classic game, along with other league events.

PPG branding will be visible on dasherboards, in game programmes, on scoreboard features and across other event-related activities.

The deal grants PPG the rights to use NHL marks and logos on its product packaging, store point-of-purchase displays, in contests and promotions, and through social media and digital marketing in the US and Canada.

PPG will launch a range of fan engagement initiatives such as coupons and promotions for its products, while the company will also participate in an NHL Legacy project through the Colorful Communities initiative, a PPG programme that aims to enhance the neighbourhoods in which it operates.

“The loyal fan base of the NHL aligns with the loyal base of customers for PPG products,” Bryan Iams, PPG’s vice-president of corporate and government affairs, said. “This latest PPG brand investment broadens our ability to showcase our product lines that help consumers protect and beautify their world, including the PPG Paints, Glidden and Olympic brands, and the Sico and Dulux brands in Canada.”

In October, PPG, which is headquartered in Pittsburgh, agreed a 20-year deal with the Penguins to take on naming rights to its home stadium (pictured), which is now known as PPG Paints Arena. PPG also serves as the Penguins’ official paint supplier.