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NHL strikes multiyear Canadian partnership with KitKat

The National Hockey League has struck a multiyear partnership with food and beverage company Nestlé Canada, which names KitKat the official chocolate of the league in Canada.

The partnership kicks off on August 1 with the Big Breakaway Contest, where customers will have a chance to win a 2021 Stanley Cup Final Ultimate Experience and daily prizes.

As part of the deal, Nestlé Canada will be given the ability to create content and activate at marquee NHL events, including the Winter Classic, All-Star Weekend, Stanley Cup Playoffs, Stanley Cup Finals, NHL Awards, and NHL Draft.

KitKat in-store displays featuring NHL official partner branding are currently available at grocery and retail stores across Canada. Through the partnership, Nestlé Canada will also activate the partnership in the frozen pizza and ice cream categories. Terms were not disclosed.

“We are delighted to welcome Nestlé Canada to the NHL family to build impactful fan-focused programs centered around one of Canada’s favorite snacks – KitKat,” said Kyle McMann, NHL senior vice president of North American business development and global partnerships. “We look forward to celebrating our game with fans by producing engaging content through unique activations with Nestlé Canada.”

Earlier this week, ahead of the NHL’s return to play in the Canadian cities of Edmonton and Toronto, the league announced a multiyear North American partnership with pizza restaurant chain Little Caesars.

NBC Sports, a key NHL rightsholder in the US, intends to use the upcoming playoffs and the lack of attending fans in the league’s playoff hub cities to advance television coverage of ice hockey.