NHL and Procter & Gamble Announce New Regional Partnership in Canada

The National Hockey League (NHL) announced a new multi-year, multi-brand regional partnership with Procter & Gamble (P&G) in Canada on April 15, 2026. The collaboration is designed to unite several of the consumer goods company’s household brands under a single platform to support fans both at home and at the rink.

The agreement launches ahead of the 2026 Stanley Cup Playoffs, with the league and P&G collaborating to deliver fan-centric programming. The partnership assigns specific official designations to a select portfolio of P&G brands within the Canadian market.

Brand Designations and Roles

As part of the multi-brand deal, three leading P&G household brands have gained official sponsorship status in Canada. Gillette has been named the Official Shave Partner of the NHL in Canada.

Old Spice will serve as the Official Personal Care Partner of the NHL in Canada. Tide and Downy Rinse have been designated as the Official Fabric Care Partners of the NHL in the Canadian market.

Fan Engagement and Visibility

The NHL and P&G will implement several initiatives to provide visibility for the brands and engagement for the fans. These include the use of digitally enhanced dasherboard (DED) branding during games.

The partnership will also feature a series of social media content and coordinated retail marketing efforts across Canada. The collaboration will include sweepstakes opportunities centered around the 2026 Stanley Cup Final.

The league stated that as the multi-year partnership evolves, it will work with P&G to introduce additional activations and touchpoints intended to deepen the connection between the game, the fans, and the supporting brands.

Executive Perspectives

Noam Pik, President of P&G Canada, highlighted the cultural significance of the sport in the region and the goal of the partnership.

Hockey has a unique ability to bring Canadians together, and this partnership allows P&G to show up in an even more meaningful way for fans, families and communities across the country. By working alongside the NHL, we’re able to connect our brands to the moments that matter most: at the rink, at home, and everywhere in between.

Noam Pik, President, P&G Canada

Kyle McMann, Senior Vice President of Business Development for the NHL, welcomed the consumer goods giant as a regional partner, noting that P&G’s family of trusted brands play an important role in the lives of Canadian fans.

Strategic Timing and Context

The announcement on April 15, 2026, coincided with National Laundry Day. The timing of the deal is strategic, occurring just days before the 2026 Stanley Cup Playoffs are scheduled to begin on April 18, 2026.

This regional deal is part of a broader trend of P&G expanding its sports sponsorship activity. Earlier in the week of April 15, 2026, the company also announced an expansion of its partnership with the Women’s National Basketball Association (WNBA) through a similar multi-brand agreement.