The Clorox Co. and the National Hockey League are entering a multiyear North American partnership.
The deal includes Clorox being named the official cleaning and disinfecting product partner of the NHL and features some product integrations at the league’s stadiums.
The agreement is similar to one the brand struck with the National Basketball Association and and Women’s National Basketball Association in March. That multiyear pact made Clorox the official cleaning partner of the NBA and WNBA. The brand supplied disinfecting products to the 2021 NBA All-Star Game in Atlanta on March 7.
The NHL agreement starts with the 2021 Stanley Cup Playoffs and includes marketing and product integrations in support of the league’s COVID-19 protocols during the Stanley Cup Playoffs and at outdoor tentpole NHL events, including the NHL Winter Classic, NHL Stadium Series and NHL Heritage Classic.
The NHL and Clorox will provide disinfecting products upon entering and within the game venue.
Clorox electrostatic sprayers, disinfecting wipes and hand sanitizer will be used in NHL dressing rooms, training and weight rooms, team benches, penalty box areas and additional hockey operations spaces at NHL outdoor tentpole events.
Clorox and the NHL also will collaborate to create content to highlight a cleaner and more trustworthy environment for NHL fans and teams. This content will be featured across Clorox and NHL-controlled broadcast, digital and social media platforms.
The Clorox brand will also be displayed in a virtual slot in-ice ad during 2021 Stanley Cup Playoffs games, on camera visible dasherboards or a virtual slot in-ice ad during future NHL outdoor games, and through in-venue signage, in-venue public announcements and video features highlighting NHL’s cleaning and disinfecting efforts.
Clorox currently has NHL team partnerships with the Chicago Blackhawks, New York Rangers and Washington Capitals.
The cleaning brand’s deal with the NBA builds upon a previous collaboration between the two leagues and Clorox during the 2019-20 NBA Restart and 2020 WNBA season, in which Clorox worked with the leagues to supply disinfecting products.
In addition, Clorox and the Jr. NBA developed a custom digital education series, teaching children and families how to properly follow the latest health and safety measures in accordance with best practices from the CDC.