UM Canada successfully secured a new multiyear partnership between Kenvue and the NHL Players’ Association, expanding Tylenol’s hockey marketing footprint in Canada. Building on its existing NHL deal, the NHLPA agreement allows Tylenol to feature players in creative for its “Pain Relief MVP” campaign. Initial ads will highlight MVPs Leon Draisaitl and Nathan MacKinnon across in-store, digital, and playoff broadcast channels. While limited to Canada, the brand also had U.S. rights for the 4 Nations Face-Off earlier this year, as Kenvue continues to lean into hockey to connect with Canadian consumers.
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