TORONTO, January 16, 2012 — Allstate Insurance Company of Canada and the Allstate All-Canadians mentorship program, created in partnership with the National Hockey League Players’ Association (NHLPA) in 2010, are pleased to announce they have secured a sponsorship package with the 2012 NHL® All-Star Weekend being held in Ottawa from Thursday, January 26 to Sunday, January 29.
As part of the sponsorship package, Allstate Canada will serve as the presenting sponsor of both the Allstate Insurance NHL All-Star Media DayTM and the Allstate Insurance NHL Breakaway ChallengeTM within the 2012 Molson Canadian NHL All-Star Skills CompetitionTM.
In addition, Allstate will receive various other assets in connection with the 2012 NHL All-Star Weekend, including a camera-visible dasherboard; in-arena PA announcements; LED signage; a full-page ad in the official game program; ads on both TSN and CBC televised events; and branding on both NHL.com and at the Deflection Zone – which will allow hockey fans to test their scoring abilities on a life-size goaltender – at the Scotiabank NHL Fan FairTM, a fan festival that will offer family-friendly interactive games, attractions and more throughout the weekend on January 26-28.
The Allstate All-Canadians program will also be featured in promotional activities, including a feature spot on the jumbotron; a special segment to air on CBC; and set up of the Allstate All-Canadians Photo Booth Experience – giving fans the opportunity to get a custom souvenir photo of themselves in the team dressing room complete with their last name and number on a jersey – during the Scotiabank NHL Fan FairTM.
“The 2012 NHL All-Star Weekend is shaping up to be one of our best NHL All-Star events yet,” says Keith Wachtel, NHL Senior Vice President, Corporate Sales & Marketing. “We’re excited to be back in Canada this year, a nation of hockey fans, and pleased with the partners we have on board, like Allstate and the Allstate All-Canadians mentorship program, who have demonstrated their commitment and support of hockey, players and the future of the game.”
“Allstate Insurance is thrilled to be part of one of the NHL’s highlight events of the year and to have the opportunity to share the Allstate All-Canadians mentorship program with even more people,” said John O’Donnell, President and CEO, Allstate Insurance Company of Canada. “We are looking forward to celebrating a game that means so much in communities across the country and proud of our contributions to the sport.”
The NHL All-Star Weekend will end with the 2012 Tim Hortons NHL® All-Star Game at 4PM ET on January 29. Live television coverage will be provided by CBC and RDS in Canada and NBC Sports Network in the U.S. Additional details about NHL® All-Star Weekend events can be found on nhl.com.
About Allstate Insurance Company of Canada
Allstate Insurance Company of Canada is one of Canada’s leading producers and distributors of home and auto insurance products. "The Good Hands Network®" enables consumers to contact Allstate Canada through one of 93 community-based Agencies, directly online at www.allstate.ca and through the Customer Contact Centre at 1-800-Allstate. Allstate Canada is committed to making a positive difference in the communities in which it operates and has partnered with organizations such as Mothers Against Drunk Driving (MADD Canada), Crime Stoppers, United Way and Junior Achievement. In 2010, Allstate Canada, in partnership with the National Hockey League Players’ Association (NHLPA), created the Allstate All-Canadians mentorship program. To learn more about Allstate Canada, visit www.goodhandsadvice.ca or www.allstate.ca.
About the Allstate All-Canadians Mentorship Program
Launched in partnership with the National Hockey League Player’s Association (NHLPA) in November 2010, the Allstate All-Canadians mentorship program was designed to guide the next generation of Canada’s hockey youth by providing young players, parents and coaches with a variety of off-ice development tips directly from NHL players and hockey industry experts on foundational topics such as nutrition, strength and fitness and sports psychology.
About the National Hockey League Players’ Association
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 11 years, more than 50,000 deserving children in 23 countries have benefited from the players' donations of hockey equipment. NHLPA Goals & Dreams has donated more than $19-million to grassroots hockey programs, making it the largest program of its kind. For more information on the NHLPA, please visit www.nhlpa.com.
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 (NBC, NBC Sports Network, CBC, TSN, , RDS, RIS, and NHL NetworkTM) and radio (NHL RadioTM, Sirius XM Satellite Radio). Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights CancerTM and NHL Youth Development, and supports the charitable efforts of NHL players. For more information on the NHL, log on to NHL.com.
NHL and the NHL Shield are registered trademarks and the NHL All-Star Game logo, NHL Fan Fair, NHL All-Star Media Day, NHL All-Star Skills Competition and NHL Breakaway Challenge are trademarks of the National Hockey League. All Rights Reserved.