Sonnet and the NHLPA throughout the years
Hockey and insurance have changed – and so has our partnership.
Teaming up to make a difference
Since 2016, Sonnet Insurance and the National Hockey League Players' Association (NHLPA) have proudly partnered up to make a difference on and off the ice. Our partnership is built on shared values: trust, teamwork and giving back to communities across Canada. Together, we support local initiatives, celebrate the game and create meaningful moments through sport.
2016-2017: Sonnet and the NHLPA team up
Here’s where it all started! This year, Sonnet launched as Canada's first digital insurance company, partnering with Canada's game to get our name out to the world and start something big based on our shared values.
2018-2020: The early years
This was an exciting time as we launched our first hockey-themed campaigns featuring NHLPA players William Nylander (Toronto Maple Leafs), Johnny Gaudreau (Calgary Flames), Jonathan Drouin (Montreal Canadiens), Morgan Rielly (Toronto Maple Leafs) and Frederik Gauthier (Toronto Maple Leafs). Relatable and funny, they highlighted the differences between the habits of old and new school hockey players to show how they changed the game – just like Sonnet.
Young Stars vs. The Legends: Warm-up Young Stars vs. The Legends: Carb-loading 1 Young Stars vs. The Legends: Carb-loading 2
2021: Everyone deserves a team
Together in 2021, we launched the Everyone deserves a team program to promote inclusivity and accessibility in hockey. NHLPA members donated hockey equipment to youth from underserved communities – and Sonnet skated in with support for ice time.
Everyone deserves a team - 2021
2022: Breakthroughs: NHLPA edition
Just like in hockey, insurance has had its breakthroughs, too. And Sonnet is proof, blazing a trail in the industry as Canada's first online home and auto insurer. Our Breakthrough campaign featured players like William Nylander (Toronto Maple Leafs), Jonathan Drouin (Montreal Canadiens), Jason Spezza (Toronto Maple Leafs) and David Savard (Montreal Canadiens).
Jason Spezza's leg muscles William Nylander’s new stick
2023: Everyone deserves a team, part two
Continuing our commitment to social impact and youth empowerment, we donated another year of ice time to underserved youth. NHPLA Goals & Dreams also delivered 50 sets of equipment to the community. Members Nick Suzuki (Montreal Canadiens) and David Savard (Montreal Canadiens) traveled to Mani-Utenam, Quebec, to support Indigenous youth through the Innu Auasset program.
Everyone deserves a team - 2022 Everyone deserves a team – the full story
2024: Adulting made simple
Even William Nylander (Toronto Maple Leafs) and Morgan Rielly (Toronto Maple Leafs) understand the struggle of being an adult! Good thing Sonnet showed up to help make adulting easier. In this campaign, the players scored big by learning how to save money for safe driving with Sonnet Shift.
I am Morgan Rielly Lights out with William Nylander
2025 and beyond
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About the NHLPA
The National Hockey League Players' Association (NHLPA) represents the professional hockey players in the NHL. Established in 1967, the NHLPA advocates for the rights, interests and well-being of its members, both on and off the ice. The organization also provides support in areas such as health and safety, career development and post-retirement planning. As the collective voice of NHL players, the NHLPA is instrumental in shaping the future of professional hockey.