TORONTO (October 29, 2025) – Sonnet Insurance (Sonnet), Canada’s digital home and auto insurance company, and the National Hockey League Players’ Association (NHLPA) today announced a multi-year extension of their Canadian partnership.
The extension sees the continuation of a partnership that will now expand to include Petsecure, Canada’s oldest pet health insurance company. Since the partnership began in 2016, it has featured a number of NHLPA members across digital and traditional media ads. Over the years, players such as Zach Hyman, Darnell Nurse, William Nylander, Morgan Rielly, Nick Suzuki and Matthew Tkachuk have taken part in fun and impactful campaigns and initiatives that have connected Sonnet with hockey fans across Canada.
“We’re thrilled to continue our long-standing partnership with the NHLPA,” said Daniel Kennedy, Chief Digital Officer, Definity. “This relationship has been a winning combination since 2016 - bringing us closer to the heart of hockey and the communities that live and breathe the game. We’re proud of the meaningful work we’ve done together and the shared values that unite us with the players. This isn’t just a partnership - it’s a cornerstone of how we connect with Canadians coast to coast. We are excited see where this next chapter takes us.”
Over the course of the relationship, the NHLPA and Sonnet have worked together in a partnership rooted in shared values. Built on a foundation of trust, teamwork, and a mutual commitment to giving back to communities across Canada, this collaboration continues to make a positive impact both on and off the ice. Whether supporting local initiatives like “Everyone Deserves a Team” in concert with the NHLPA Goals & Dreams fund, or celebrating the spirit of the game and the players, the NHLPA and Sonnet remain united in their goal to create meaningful moments through the power of sport.
Morgan Rielly will continue to be featured in Sonnet’s mass media content strategy promoting the usage-based insurance program, Sonnet Shift, while several other players will be highlighted in digital content throughout the season.
“Sonnet has been an incredible partner of the NHLPA and we are proud to extend our relationship with them,” said Devin Smith, NHLPA Senior Director, Sponsorship & Player Marketing. “Their focus on showcasing the character and personalities of the players, along with their dedicated support to community initiatives through NHLPA Goals & Dreams, is a testament to their commitment to our partnership. We look forward to continuing to work with the Sonnet team.”
“It has been a pleasure working with and getting to know the Sonnet team over the past few years,” said NHLPA member, Morgan Rielly. “Their professional approach to the partnership and the unique and engaging ad campaigns have been extremely well received by both players and fans. I really enjoyed being a part of the creative process and am excited to continue my relationship with Sonnet this season.”
The extension of the partnership continues Sonnet’s focus on connecting fans with their favourite players through TV ads, digital content, charitable initiatives in communities across Canada and unique experiences for customers and fans.
