Multi-year extension builds on a long-standing relationship that has featured high-profile Players in Sonnet content and marketing materials
TORONTO (October 30, 2025) –
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 “
Morgan Rielly will continue to be featured in Sonnet’s mass media content strategy promoting the usage-based insurance program,
“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 atestament 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.
NHLPA, National Hockey League Players’ Association and the NHLPA logo are registered trademarks of the NHLPA and are used under license. © NHLPA. All Rights Reserved.
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About Sonnet Insurance
Launched in 2016, Sonnet Insurance Company is a federally regulated insurance company and part of the Definity family of companies. Our mission is to provide Canadians with a fast, straightforward, and customized way to buy home and auto insurance online. Experience modern insurance simplified for you at Sonnet.ca.
About the National Hockey League Players’ Association (NHLPA)
The National Hockey League Players’ Association, established in 1967, is a labour organization whose members are the players in the National Hockey League. 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, NHLPA Goals & Dreams was launched as a way for the players to give something back to the game they love. Over the past 25 years, tens of thousands of deserving children in 44 countries have benefited from the players' donations of hockey equipment. NHLPA Goals & Dreams has donated more than $26 million to grassroots hockey programs, making it the largest program of its kind. For more information on the NHLPA, please visit
Media Contacts:
Ryan Parker
NHLPA Communications
rparker@nhlpa.com
Sarah Attwells
Sonnet Insurance Communication
Sarah.attwells@definity.com