NHL Lands P&G as Canada Sponsor

The NHL inks Procter & Gamble to its Canadian sponsorship lineup, a move that front-office types have whispered about for months amid league revenue pushes north of the border. P&G's deep pockets bring everyday brands into rinkside ads, targeting the massive Canadian fanbase that drives ticket sales and TV ratings. This deal signals Bettman's ongoing quest to lock down blue-chip partners before playoff fever hits, with bigger announcements likely brewing.