Massachusetts Mutual Life Insurance Company and the National Hockey League have entered into a partnership and will celebrate “hockey mom” heroes.
The multiyear deal names MassMutual the official life insurance and retirement planning partner of the NHL.
MassMutual will have a presence during NHL tentpole events, including the NHL Winter Classic, NHL Stadium Series, NHL All-Star Weekendand across NHL broadcast and digital media channels throughout the regular season and Stanley Cup Playoffs.
To launch the partnership, the two entities are conducting the NHL Most Valuable Hockey Mom presented by MassMutual campaign, celebrating Mother’s Day and the sacrifices hockey moms across the country make behind the scenes every day.
Through May 3, U.S. consumers can nominate their favorite hockey moms to win a trip to attend the 2019 NHL Awards in Las Vegas.
The effort aims to recognize the selflessness of the parents and guardians in the tight-knit hockey community, says Jennifer Halloran, head of brand and advertising for MassMutual.
“As a mother who has put in thousands of hours and miles to support my children’s passion for sports over the years, (and yes, even a son who plays hockey), I am always in awe of the dedication and generosity of parents and children in the world of team sports,” states Halloran.
Starting with the 2019-20 NHL season, featured hockey moms and their stories will be celebrated throughout the season with unique content, including an invitation to the Macy’s Thanksgiving Day Paradefeaturing MassMutual as the presenting partner of the NHL’s Thanksgiving Day float.
MassMutual’s field advisors will be encouraged to participate by leveraging unique NHL hospitality experiences and community engagement efforts in their hometowns.