Gillette Inks Multi-Year NHL Partnership in Canada
Event summary
- Gillette named Official Shave Partner of the NHL in Canada for a multi-year deal.
- Partnership begins with the 2026-27 NHL season, strengthening Gillette's presence in Canadian sports.
- Gillette joins NHL’s portfolio of partners, aligning with its legacy in sports sponsorships.
- Kyle McMann (NHL) and Jennifer Seiler (Gillette Canada) spearheaded the partnership.
The big picture
Gillette’s NHL deal deepens its sports sponsorship legacy, targeting a core Canadian audience. The partnership reflects P&G’s strategy of leveraging iconic leagues to drive brand relevance in key markets. With hockey as Canada’s national winter sport, this move positions Gillette prominently among male consumers.
What we're watching
- Brand Alignment
- How Gillette leverages NHL’s fanbase to boost its grooming product sales in Canada.
- Execution Risk
- Whether the partnership delivers measurable engagement and ROI for both brands.
- Market Expansion
- The pace at which Gillette extends similar sports partnerships beyond Canada.
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