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  • Updated
  • 12/04/2010



Strategic Marketing Alliance Provides LG With Technology Integration, NHL footage for use at retail and Title sponsorship of NHL Draft Lottery Show


TORONTO (April 12, 2010) - LG Canada, a leader in consumer electronics, is pleased to announce a new agreement that names LG as a proud partner of the National Hockey League (NHL) and National Hockey League Players’ Association (NHLPA) in the Canadian marketplace.


The agreement will see LG Canada enjoy a variety of unique marketing opportunities, including exclusive marketing rights of NHL® marks and properties within its Television and HDTV, Home Audio and Video and Appliance divisions.


“The NHL is one of the most beloved brands in all of Canada and we, at LG Canada, are thrilled to be joining forces as an Official Partner of the League,” says Eric Agius, President, LG Canada. “Canadians have shown a real passion for LG products in recent years and the chance to align ourselves with Canada’s number one professional sports league will help elevate both brands.”

Other highlights of LG Canada’s Official Partner agreement include:

·         LG Canada will integrate their technology within the NHL Video Review Room, located at the NHL’s Hockey Operations Headquarters in Toronto. As part of the agreement, the room will be fully upgraded with the latest LG Television, and Home Audio and Video products. The NHL Video Review Room powered by LG Electronics reviews all in-game action from across the League with the NHL Hockey Operations department using LG products to make important in-game calls on a nightly basis.

·         Usage of NHL player images and likenesses, as licensed by the NHLPA for various advertising, point-of-sale and promotional activities.

·         Weekly creation of The NHL Top 10 presented by LG Electronics. This game video highlight package will air weekly on the NHL Network™, featuring LG branding and drive-to-retail components.

·         Product activation opportunities at the NHL Winter Classic®, NHL Awards™ show and NHL Entry Draft

·         Marketing and promotional opportunities with other NHL properties such as

NHL GameCentre Live™ broadcasts and retail website.


“LG Electronics and its HDTVs provide an exceptional viewing experience, and much like the NHL, they are a brand leader synonymous with being on the cutting edge of technology,” said Keith Wachtel, NHL Senior Vice President of Integrated Sales.  “Through this strategic partnership, we not only provide LG access to our highly desirable and tech-savvy demographic, but also create an opportunity to explore new frontiers for how we deliver hockey content to our loyal fan base.”


“We are pleased to align our world-class hockey players with a global leader of consumer brand products,” said Mike Ouellet, NHLPA Chief of Business Affairs. “We look forward to working with LG and the NHL on this exciting new sponsorship opportunity, and have no doubt this venture will mutually expose our brands to new fans and consumers.”


About LG Electronics Canada

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in 114 operations including 82 subsidiaries around the world. With 2007 global sales of USD $44 billion, LG is comprised of four business units - Mobile Communications, Digital Appliance, Digital Display and Digital Media. LG is the world’s leading producer of mobile handsets, flat panel TVs, air conditioners, front-loading washing machines, optical storage products, DVD players and home theater systems. LG Electronics Canada has offices in Toronto and Vancouver. LG Electronics Canada is focused on delivering award-winning products known for blending style and technology. These innovative products include cell phones, flat screen TVs, laptop computers and digital appliances.


For more information please visit


About the NHL

The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America.  Today, the NHL consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other major professional sport. The NHL entertains more than 250 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, ESPN America, ASN and NHL Network™) and radio (NHL Radio™, Sirius XM Satellite Radio and XM Canada).  Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer™ and NHL Youth Development, and supports the charitable efforts of NHL players. For more information on the NHL, log on to


About the NHLPA

The National Hockey League Players' Association (NHLPA), established in 1967, is a labour organization whose members are the players in the National Hockey League (NHL). The NHLPA works on behalf of the players in varied disciplines such as labour relations, product licensing, marketing, international hockey and community relations, all in furtherance of its efforts to promote its members and the game of hockey. In 1999, the NHLPA launched the Goals & Dreams fund as a way for the players to give something back to the game they love. Over the past 10 years, more than 40,000 deserving children in 22 countries have benefited from the players' donations of hockey equipment. Goals & Dreams has donated more than $18-million to grassroots hockey programs, making it the largest program of its kind. For more information on the NHLPA, please visit 


NHL, the NHL Shield and the word mark NHL Winter Classic are registered trademarks and NHL Network, NHL Awards and NHL GameCenter Live are trademarks of the National Hockey League.  All Rights Reserved.


NHLPA is a registered trademark of the National Hockey League Players’ Association.  All Rights Reserved.


For more details about LG’s new partnership with the National Hockey League and the National Hockey League Players’ Association, please contact:


Cameron Gordon
High Road Communications
Kerry McGovern
National Hockey League
Jonathan Weatherdon
National Hockey League Players’ Association






### (4/12/10)