The National Hockey League (NHL) has unveiled the Canadian brand Tylenol as its Official Pain, Cold & Flu Symptom Relief Partner.
Tylenol, originally introduced in 1995, is a Kenvue pain and relief brand. A company that also produces Calpol, Listerine, Neutrogena and other health care related products around the globe.
As a result of the agreement, the partnership provides the brand with several exclusive marketing rights and designations, which aim to connect it with the NHL and its fans.
Examples include TV and online digital activations and brand visibility during the Stanley Cup Playoffs, the 2024 Hyundai NHL Fan Fair and 2024 Rogers (Canada)/Honda (US) NHL All Star Game in Toronto.
Chris Falkiner, NHL Vice President, Business Development Solutions, said: “We are thrilled to welcome Tylenol, an iconic global brand to the NHL family, so we can work together on building creative programs to engage fans and consumers in Canada.
“We look forward to launching our efforts together and developing new and unique content that deepens NHL fans’ affinity to Tylenol.”
The news comes after the NHL announced an extension with BET MGM in December 2023, resulting in more airtime during national broadcasts, as well as retaining the rights to create NHL-themed casino games.
Also, Tylenol’s “Score Against Pain” NHL brand Campaign will be featured on in-store retail displays across Canada and on NHL digital platforms.
Andrew Kalmuk, Vice President, Consumer Demand Generation of Kenvue, commented: “We know that watching, playing and enjoying sport is an integral part of Canadian culture, and many Canadians find themselves unable to engage in exercise or physical activity because of pain or cold and flu symptoms.
“Having Tylenol as the Official Pain, Cold & Flu Symptom Relief Partner of the NHL is a way to show Canadians that there are fast, effective and trusted solutions to relieve your symptoms and help you get back to the sport you love.”