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Sonnet seeks to build brand awareness with NHL partnership

Canadian insurance company Sonnet has agreed a multi-year partnership covering its home country with ice hockey league the NHL.

Sonnet becomes the official Canadian home and auto insurance partner of the NHL. The new deal marks the first-ever national sports league partnership for the new brand, and the first-ever insurance agreement for the NHL in Canada.

Sonnet will engage with fans across Canada at signature league events, including various NHL Centennial celebrations throughout 2017, starting with the Centennial Classic outdoor game in Toronto on January 1.

In addition to on-site branding and dasherboards, Sonnet will host the Sonnet MVP Lounge at the Centennial Classic. This fan-focused activation will be part of The PreGame, the official fan festival of the event.

John Rocco, vice-president of marketing at Sonnet, said: “Hockey is central to the Canadian identity. The chance to celebrate the next 100 years of the NHL is a fantastic opportunity for us to gather with fans across the country.”

Sonnet introduced itself to ice hockey fans at this year’s World Cup of Hockey tournament, where it offered up more than 300 tickets to Canadians.