NHL announces new partnership with Crest Canada

TORONTO -- The National Hockey League® today announced a partnership with Crest Canada, one of the country's largest oral care brands, for the 2014-15 season. The Official Partner of the NHL has also signed NHL player Martin St. Louis as the official spokesperson for its newest product, Crest Sensi-Relief, which is available in stores nationwide. Along with his wife, Heather, the St. Louis' will be featured in a national print ad campaign this fall. St. Louis, winner of the 2003-04 Stanley Cup®, has played in more than 1,000 games over his 15 seasons in the NHL. He is also the winner of numerous NHL Awards™, including the 2003-04 Hart Trophy as League MVP, and is a six-time NHL All-Star.

"We're thrilled to be partnering with the NHL on the launch of the new Crest Sensi-Relief toothpaste and Oral-B Sensi-Soft toothbrush," said Victoria Maybee, Communications Manager for Crest Canada. "Hockey is a favourite Canadian pastime that highlights how we make the best of our long cold winters. With tooth sensitivity most often being triggered by cold food, drinks and cold air, we want to help Canadians bench sensitivity so they can really sink their teeth into the game."

"Crest and Oral-B are powerful household names and through our partnership with these brands we have found a fantastic way to express to NHL fans a core product benefit of reducing tooth sensitivity through an engaging hockey-themed story," said Kyle McMann, NHL Group VP, Integrated Sales. "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 these brands provide."

Crest, Oral-B, Scope, and Fixodent will be introduced to the 2014-15 NHL season via a co-branded broadcast spot, digital vignettes, and on-site activations at NHL events.