As a long-standing partner of the National Hockey League (NHL) and NHL Players’ Association (NHLPA) since 2019, MassMutual is launching its fourth iteration of the “Dynamic Duos” campaign to increase brand awareness and consideration for its products and services – bringing to life how financial professionals help clients manage wealth and protect their financial future through holistic, integrated planning.
The annual campaign features iconic NHL teammates and has become a fan-favorite among hockey lovers. It will launch when the puck drops on the Stanley Cup Playoffs on April 18th. This year’s campaign features expanded messaging to demonstrate MassMutual’s depth of financial solutions beyond life insurance.
“MassMutual helps people secure their futures and protect the ones they love. We are proud of our continued collaboration with the NHL and NHLPA to bring our purpose to life in a powerful way,” said Meghan Doscher, Chief Marketing Officer of MassMutual. “With 175 years of experience, we deliver comprehensive financial solutions that evolve with our clients – combining wealth management, protection, and holistic financial planning. This ‘Dynamic Duos’ campaign uniquely positions the many ways we are meeting consumers where they are with the solutions they need – either by working with one of our 6,000+ MassMutual financial professionals, or gaining access to MassMutual solutions through advisors at other financial institutions, or at their place of work, all with the goal of feeling confident in their financial future, for themselves and their loved ones.”
“Of all the fandoms out there, hockey fans are some of the most dialed in,” said Juliana Cobb, Chief Creative Officer, 72andSunny New York. “We knew we needed to show up in an authentic way while still having fun with the role we gave these star players in the spots. It’s our first year creating the MassMutual x NHL x NHLPA sponsorship work and we’re already looking forward to the next.”
Brad Marchand and Sam Bennett of the Florida Panthers and Mikko Rantanen and Jake Oettinger of the Dallas Stars are this year’s “duos,” illuminating the campaign’s message that the right partnership – on and off the ice – can help build a stronger financial future.
‘Play by Play’ shows rivals-turned-teammates Rantanen and Oettinger facing off in a game of table hockey. Rantanen doubles as a commentator but focuses his play-by-play on his opponent’s financial planning rather than the game itself – and since he is working with a financial advisor, he has a clear advantage over his opponent. And in ‘Autograph,’ Bennett and Marchand sign a young fan’s jersey with their financial professional, Terry Rumsen’s, contact information rather than their own signatures – highlighting the value of a trusted financial professional, who can be just as famous to their client as their favorite athlete.
“Since 2019, the NHLPA partnership with MassMutual has served as a perfect platform for NHLPA members to showcase their personalities”, said Devin Smith, NHLPA Head of Sponsorship, North America. “Brad, Sam, Mikko and Jake loved working with MassMutual and 72andSunny on the latest ‘Dynamic Duos’ campaign and we are grateful that this partnership gives the players these unique opportunities. We have no doubt that these spots will leave fans smiling and laughing each time they see them!”
“Through our collaborative partnership with MassMutual and the NHLPA, we continue to bring to life content that demonstrates how strong relationships and trust fuel successes beyond the ice,” said Brian Jennings, NHL Chief Branding Officer and Senior Executive Vice President. “We’re really proud of our latest ‘Dynamic Duos’ spots which highlight themes that closely align with both hockey and long-term planning for the future, all delivered through a humorous lens by our NHL star players.”
Learn more at MassMutual.com/NHL.
