The NHL and Great Clips have signed a multiyear partnership, making the company the official hair salon of the league. The two partnered last year for the Stanley Cup Playoffs, where Great Clips ran a social fan vote to select the NHL player with the best hockey hair. For this year, a campaign titled the LegendHairy Greats of the NHL will launch later today. As part of the larger multiyear deal, Great Clips will also receive brand exposure at all NHL tentpole events, and dasher board signage during all U.S. and Canada Stanley Cup Playoffs games. The hockey hair campaign will also be featured in arena, during playoff TV broadcasts and on NHL Network, and across NHL digital platforms. The NHL and Great Clips will also release a digital video series featuring Sharks D Brent Burns and Blackhawks D Duncan Keith where the two discuss their various hairstyles over their hockey careers. Six NHLers will be featured in this year’s campaign, including Burns, Predators D Roman Josi, Lightning C Steven Stamkos and Hurricanes D Justin Faulk. NHL Group VP/Partnership Marketing Evin Dobson said the campaign has been a great way to further “showcase the players and their personalities.” The deal was brokered by Intemark, the NHL and Great Clips.
ON A RUSH: The deal comes on the heels of the league's new multiyear partnership with MassMutual in the life insurance category this week, as well as a deal with Amazon Web Services for one of the four corner in-ice advertising positions throughout this year’s playoffs. Enterprise, MGM Resorts and Ticketmaster, which are all existing league partners, will be featured in the other three in-ice corner advertising positions.
