The new agreement provides Henkel Canada with an array of exclusive marketing rights and designations that will connect the Purex brand with the NHL and its fans through the NHL's vast marketing and digital channels. The partnership begins immediately, and fans will see the Purex brand displayed in camera visible virtual slot in-ice ads during NHL regular season games broadcast on Rogers Sportsnet in Canada.
"Purex is excited to be teaming up with the NHL, as the official laundry detergent for the League," said Heidi Chiu, Director of Marketing, Henkel Consumer Brands Canada. "Purex is committed to providing superior laundry detergent, with quality ingredients at a smart value. Our Purex products are powerful and extremely effective at fighting odours and stains, ideal for hockey-obsessed Canadians."
"As the NHL regular season begins, we are thrilled to welcome Henkel Canada to the NHL family where we will provide Purex major brand visibility at NHL games throughout the season," said Kyle McMann, NHL Senior Vice President, North American Business Development. "We look forward to collaborating with one of the world's leading consumer brands to produce compelling initiatives for Purex that engage our passionate fans across Henkel Canada and NHL media platforms and in-store."
To further engage fans, Henkel Canada will also have in-store and customer-specific shopper marketing programs, a consumer contest with additional details announced at a later date, and in the coming months, the NHL logo will be featured on Purex products and in-store displays. Purex partnership branding will also be featured on local hockey arena rinkboards across Canada.
