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L'Oreal Paris signs sponsorship with NHL
Montreal-based cosmetics company L'Oréal Paris has signed a three-year sponsorship with the National Hockey League in the name of its Men Expert brand of skin care products, beginning with the 2013-14 season. This is the first time the brand has undertaken a sports sponsorship. It will take the form of a digital campaign and a series of behind-the-scenes videos on HNL.com called "NHL Life." The brand will also sponsor a weekly contest initiative called NHL Weekly Pick 'Em that will invite consumers to predict the winners of Saturday games for prizes.
"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," said Hugo Thibault, communications director at L'Oréal Paris. "We are thrilled to develop an intrinsic link between Canada's most beloved sport and our brand."