L’Oréal Paris Men Expert has entered into a three-year partnership with the National Hockey League (NHL®) for the 2013-14 season, marking the beauty brand’s first sports sponsorship. The number one skin care brand in Canada will encourage NHL fans to ‘up their game’ on and off the ice via a digital campaign and an exclusive NHL.com video series.
“The entire program promises to create content not only applied to Men Expert products but to bridge the brand’s identity to the NHL lifestyle,” says Hugo Thibault, Communications Director for L’Oréal Paris. “We are thrilled to develop an intrinsic link between Canada’s most beloved sport and our brand.”
The grooming and lifestyle brand will present NHL Life™, an NHL.com exclusive online video series that offers fans a behind the scenes glimpse into the lives of various on-ice and front-office NHL personalities.
The partnership is multi-faceted and includes a sponsorship of NHL Weekly Pick ‘Em™ powered by L’Oréal Men Expert, a weekly exclusive contest for fans to ‘up their game’ by choosing all outcomes of Saturday NHL match-ups.