NHL Season Kicks Off With New Creative, Sponsorships

The National Hockey League and longtime sponsor Mass Mutual are opening the league's 2023-24 season with new creative.

The league is also announcing new top sponsors. Moosehead Breweries, the distributor of Truly Hard Seltzer and Twisted Tea in Canada, has signed a multiyear Canadian partnership.

The NHL spot from Highdive opens by posing the question, “Is hockey somehow getting even better?” The answer seems to be a resounding yes, as shown by highlights of thrilling goals by young stars Jack Hughes, Cale Makar, Connor McDavid and Matthew Tkachuk; light-hearted moments from Johnny Gaudreau, David Pastrnak, Igor Shesterkin and Auston Matthews; and exuberant game presentations and fan celebrations throughout the League. 

The spot launches on social before making its broadcast debut during tonigiht's opening night tripleheader games on ESPN and ESPN+ in the U.S. and on SN in Canada.



MassMutual also is launching a NHL campaign from its creative agency of record, Grey New York. 

Titled “No Goals,” the spot features Nashville Predators goaltender Juuse Saros and Predators forward Ryan O’Reilly. It highlights the importance of taking a holistic approach to financial planning and encourages hockey fans to partner with MassMutual, which is entering its sixth year as an official NHL partner in the United States. 

The ad will air on MassMutual and NHL/NHLPA digital and social channels today and will debut on TV tonight during the NHL opening night tripleheader. It also will air on the NHL’s United States TV rights holders (ESPN and WBD Sports’ TNT) and NHL Network throughout the 2023-24 NHL season.

Finally, Moosehead Breweries enters into a partnership that includes an array of exclusive marketing rights and designations that will connect the brand with the NHL and its fans through the NHL’s marketing, digital and social media channels.

Truly Hard Seltzer will receive broadcast exposure through digitally enhanced dasherboards. Fans will also see the Truly Hard Seltzer brand displayed in camera-visible virtual slot in-ice ads during NHL regular season games and Stanley Cup Playoffs games broadcast on Rogers Sportsnet in Canada.

Truly Hard Seltzer will raise awareness of the partnership through co-branded advertising on TV, digital, and social platforms. As part of the new partnership, Twisted Tea will also receive brand exposure across NHL marketing, digital and social media channels.

Truly Hard Seltzer will launch consumer contests for the 2023 Tim Hortons NHL Heritage Classic and 2024 Rogers (Canada) / Honda (U.S.) NHL All-Star Game later in the season. In February, the NHL logo will be featured on Truly Hard Seltzer packaging in Canada and in-store displays across Canada.

Truly Hard Seltzer and Twisted Tea have sponsored the Edmonton Oilers since 2022 and the Ottawa Senators since 2020.

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