The NHL has signed a multiyear Canadian partnership with Imperial Oil, making its Esso brand the official retail fuel of the league in Canada. The partnership will launch today with a national Canadian campaign titled "How Far Will You Go?" that highlights hockey played at all levels in communities across the country, done in collaboration with Hockey Canada. The vignette will be featured across Canadian television, in select movie theaters and in-arena at Stanley Cup Playoffs games. Imperial is also planning an on-site activation at the ’19 NHL Heritage Classic, which will be played in Regina, Saskatchewan in October, and will have other consumer-focused activations on Canadian television, digital and in-arena platforms next season. Financial details of the partnership were not disclosed. Imperial was a sponsor of the ’16 World Cup of Hockey and is currently a partner of the seven Canadian NHL teams, as well as Hockey Canada.
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