Credit: USA TODAY Network/SIPA USA/PA Images

The NHL has announced a multi-year partnership with Nestlé Canada, which sees KitKat become the official chocolate of the competition for the country.

As a result of the partnership, Nestlé Canada will be able to create a variety of activations for marquee NHL events in the upcoming season, these include the NHL Winter Classic, NHL All-Star Weekend, Stanley Cup Playoffs, Stanley Cup Final, the NHL Awards and NHL Draft.

“We are delighted to welcome Nestlé Canada to the NHL family to build impactful fan-focused programs centred around one of Canada’s favourite snacks – KITKAT,” stated Kyle McMann, NHL Senior Vice President, North American Business Development & Global Partnerships.

“As we embark on the 2020 Stanley Cup Qualifiers this Saturday, our partnership with Nestlé Canada provides us with an opportunity to invite hockey fans to take a break with KITKAT as we bring the NHL back into households across the country. We look forward to celebrating our game with fans by producing engaging content through unique activations with Nestlé Canada.”

Nestlé Canada has been given the rights to create content focused around the NHL events throughout the duration of the deal. Moreover, the partnership will officially kick off with its ‘Big Breakaway Contest’ in which fans have the opportunity to win a ‘2021 Stanley Cup Final Ultimate Experience’ along with daily prizes.

KitKat displays in Canadian retail and grocery stores will also feature NHL official partner branding as part of the deal.

Chandra Kumar, Business Executive Officer, Confectionery, Nestlé Canada commented: “KITKAT has been a beloved brand of Canadians for generations and we’re thrilled to join forces with the other true love of our nation – the NHL. 

“The launch of this multi-year partnership, timed perfectly as we head into the highly anticipated 2020 Stanley Cup Playoffs, will further leverage two strong Canadian brands to reach new audiences by creating memorable moments for fans from coast-to-coast.”

The revised NHL calendar is set to commence on August 1 with a unique Stanley Cup qualifiers section ahead of the traditional play-off format.