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.

The history of Sonnet and the NHLPA

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.

Morgan Rielly of the Toronto Maple Leafs seated indoors wearing a black jacket with Sonnet logo, positioned in front of a window with a blurred cityscape in the background.

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.

Zach Hyman, Morgan Rielly and Frédérik Gauthier dressed in suits walk from an SUV down a hallway before a hockey game. The Sonnet home and auto logo is on the wall.

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.

Zach Hyman of the Toronto Maple Leafs in a green shirt during a video segment with artwork in the background and text overlay featuring NHLPA Goals & Dreams and Sonnet Insurance logos.

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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).

William Nylander of the Toronto Maple Leafs skating on an indoor ice rink wearing a teal Sonnet Insurance jersey, with two coaches standing nearby and a Sonnet-branded scoreboard overhead.

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.

David Savard of the Montreal Canadiens skates from the players’ bench onto the ice with his hockey stick in hand.

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.

Morgan Rielly of the Toronto Maple Leafs wears a teal hockey jersey as he uses his smartphone while lying across the boards of an ice rink. A woman in a gray blazer stands next to him behind the boards.

2025 and beyond

We’ve extended our partnership with the NHLPA. As we continue to grow, we’ll be featuring an exciting upcoming lineup of NHL players in brand new collaborations.

Sign up for our newsletter or follow us on our social media to see what’s next.

Sam Reinhart of the Florida Panthers makes a heart with his hands with text overlay stating, “Making a difference on and off the ice.

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. Learn more about the NHLPA

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