J.P. Wiser's sponsors NHL
By Rob Bale
Hiram Walker & Sons has signed a multi-year sponsorship agreement with the National Hockey League making its J.P. Wiser's brand the official whisky of the league. The sponsorship will include limited edition products, co-branded merchandise, in-store signings and social media contests. The brand will also receive exposure during NHL game broadcasts on Rogers Sportsnet and Amazon Prime Video. In November the brand will begin a new NHL-themed national marketing campaign featuring hockey player Ryan Smyth and Doug Gilmour. J.P. Wiser's also has existing sponsorships with the Montreal Canadiens, Detroit Red Wings and Pittsburgh Penguins.
“Hockey isn't just a game in Canada,” said George Skarpathiotakis, senior brand director for J.P. Wiser's. “It's woven into our cultural fabric and creates lifelong traditions. As one of Canada's oldest whisky brands, J.P. Wiser's understands the importance of upholding such a legacy. This collaboration allows J.P. Wiser's to build on the tradition of bringing friends together over a Canadian whisky during Canada's game. Bringing these two iconic brands together we will unite generations of fans and communities through their shared passion for the NHL, celebrating those moments that matter most in homes across Canada.”