Marketing and promotions deals between sports leagues and brands is nothing new and the NHL is no exception.
But how do you distinguish your brand’s sponsorship, beyond slapping a NHL logo on your packaging? For starters, you could build an exact Stanley Cup replica made of chocolate.
That’s what Hershey Canada did, as the company and the National Hockey League announced a three-year partnership at the Hockey Hall of Fame in Toronto Wednesday.
The deal makes Hershey Canada the official chocolate and candy of the NHL in Canada, including the Winter Classic, All-Star Game and Stanley Cup playoffs. Terms of the deal were not disclosed.
“If there are two things Canadians are passionate about, it’s hockey and chocolate,” said vice-president and general manager of Hershey Canada Matt Lindsay. “We’re very proud and excited to bring our brands to life through the NHL with promotions through things like the Winter Classic. This is a great set of events to be part of and bring to our customers.”
The first promotion of the deal, which includes the brands Oh Henry, Twizzlers, Hershey’s, Reese and Ice Breakers, launches in August to give consumers a chance to win a trip to the 2011 Winter Classic, attend a team practice and skate on the outdoor ice.
“Hershey is an ideal teammate for the NHL, given their commitment and support of the game in Canada,” said Brian Jennings, the NHL’s executive VP of marketing. “It’s a partnership with a lot of potential for fun.”
To show off some of that potential, Hershey charged Sitram Sharmamaster, chocolatier of Toronto’s National Club, to create the chocolate Stanley Cup, standing three-feet tall, weighing 150 lbs and containing about 375,000 calories.
