The Oreo Stay Playful for All program is a new venture between the National Hockey League Players' Association and Mondelez Canada's OREO. The initiative will see $200,000 in new hockey equipment grants from NHLPA Goals & Dreams across Canada. There will be a total of 14 recipients. This venture marks the start of a multi-year partnership between the association and the candy brand.
To hype up the initiative and spread the word, the Oreo Stay Playful for All program taps Quinn Hughes, Zach Hyman, William Nylander, and Nick Suzuki, along with PWHL stars Sarah Nurse and Marie-Philip Poulin as ambassadors. The marketing strategy extends to the athlete's social media channels where they will share and encourage others to share what 'Stay Playful' means to them. The branding will also extend to retail displays across the country.
Image Credit: OREO
Why This Trend Is Growing
- Cross-industry Collaborations
- This program exemplifies how sports associations can partner with consumer brands to create mutually beneficial initiatives that reinforce brand loyalty and increase community engagement.
- Athlete-driven Marketing
- Leveraging athletes as ambassadors on social media represents an innovative way to reach diverse audiences through authentic and personal storytelling.
- Inclusive Sports Funding
- By providing grants for new hockey equipment, the initiative addresses accessibility and inclusivity in sports, opening opportunities for underserved communities to participate.
Industries Being Reshaped
- Sports Equipment Manufacturing
- This collaboration introduces new market opportunities for sports equipment manufacturers by demonstrating the potential demand driven by sponsored grant programs.
- Food and Beverage Branding
- With major companies like Mondelez entering multisector partnerships, food brands can explore unconventional marketing avenues that extend beyond traditional product placements.
- Social Media Marketing
- The use of athletes as social media influencers highlights the ongoing evolution of social media marketing within the sports and lifestyle sectors.
