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Genesis Canada Welcomes Rising NHL® Star Lane Hutson as Brand Partner

2026.04.22

· Genesis Canada signs Montreal Canadiens defenseman Lane Hutson as its newest NHL® brand partner.

· The partnership highlights a shared focus on precision, personalization and performance, aligning Hutson’s detail-driven approach with Genesis’ elegant philosophy, where deliberate choices and modern performance signal what’s next.

· The collaboration will roll out through a phased content launch, bringing fans closer to Hutson while spotlighting Genesis design, customization and craftsmanship through the GV70.

· Hutson is one of the most highly touted young defensemen in the NHL®, known for his elite hockey IQ, skating, creativity and detail-driven approach to the game with the Montreal Canadiens.

MARKHAM, ONT. (April 22, 2026) – Genesis Motors Canada is proud to announce a new partnership with Montreal Canadiens defenseman Lane Hutson, marking the brand’s first collaboration with an active NHL® player.

Voted as the winner of the 2024-25 Calder Trophy given to the NHL’s rookie of the year, Hutson is recognized for his precision, creativity and attention to detail — representing a modern approach to performance rooted in creativity, preparation and confidence. As part of the partnership, Hutson will collaborate with Genesis Canada across storytelling and content initiatives and will drive a Genesis GV70 as his personal vehicle, bringing the brand’s ‘Athletic Elegance’ design and performance philosophy into his everyday routine.

As the official luxury automotive partner of the National Hockey League (NHL), National Hockey League Players’ Association (NHLPA) and NHL Alumni Association (NHLAA) in Canada, this partnership builds on the brand’s growing presence within the league where performance and refinement go hand in hand. Much like Hutson’s game, Genesis vehicles are engineered with intention, balancing athletic capability with elegant design, while delivering an effortless ownership experience that allows him to stay focused on the game.

“Lane embodies the idea that true performance is an artform,” said Steve Flamand, President and CEO of Genesis Motors Canada. “From the way he prepares, the equipment he uses, to the decisions he makes n the ice, everything is deliberate. That mindset aligns naturally with Genesis and how we approach luxury.”

“My game is built around preparation and consistency,” said Hutson. “I spend a lot of time thinking about how I train, how I recover and what gives me an edge. Genesis approaches things with that same level of meticulous care and attention, which made this partnership feel like a natural fit.”

As part of the partnership, Hutson will participate in a range of Genesis initiatives, including content focused on customization, craftsmanship and the GV70. The collaboration will highlight how thoughtful, personal choices can elevate performance both on and off the ice.

About Genesis Motors Canada

Genesis Motors Canada is headquartered in Markham, Ontario, and distributes, markets, and services Genesis vehicles in Canada through a network of 31 agency distributors. Genesis is an all-new global automotive brand that delivers the highest standards of performance, design, and innovation. Genesis offers a range of models including the G70 sport sedan, G80 executive sedan, and the flagship G90 sedan, as well as the GV60, GV70 and GV80 sport utility vehicles. All Genesis vehicles sold in Canada feature set, all-inclusive pricing, Genesis at Home concierge for sales and service, complimentary scheduled maintenance, a comprehensive warranty, and more.

For more information about Genesis and its products, please visit www.genesisnews.ca.

Media contact:

Frédéric Mercier

Brand and Product Public Relations Manager

Genesis Motors Canada

[email protected]

About the NHL

The National Hockey League (NHL), founded in 1917, consists of 32 Member Clubs. Each team roster reflects the League’s international makeup with Players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 191 million followers - League, team and Player accounts combined - across Facebook, X, Instagram, Snapchat, TikTok, and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 250 countries and territories through its rightsholders including ESPN, TNT Sports and NHL Network in the U.S.; Prime Video, Sportsnet and TVA Sports in Canada; and via SiriusXM NHL Network Radio™, Sports USA and TuneIn; and reaches fans worldwide with games available to stream in nearly 200 countries and territories via NHL.TV on DAZN.

Fans are engaged across the League’s digital assets on mobile devices via the free NHL App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and featuring unprecedented access to Player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception. NHL Productions develops compelling original programming featuring unprecedented access to Players, coaches and League and team personnel for distribution across the NHL’s social and digital platforms.

The NHL is committed to building healthy and vibrant communities using hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation, and socio-economic status. The NHL’s social impact platform, NHL Unites, reinforces that the official policy of the sport is one of inclusion on the ice, in locker rooms, boardrooms and stands. For more information, visit NHL.com.

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 45 countries have benefited from the players' donations of hockey equipment. NHLPA Goals & Dreams has donated more than $27 million to grassroots hockey programs, making it the largest program of its kind. For more information on the NHLPA, please visit www.nhlpa.com.

About the NHL Alumni Association

The NHL Alumni Association (NHLAA), established in 1999, is an organization devoted to bettering the lives of all former NHL players and their families. The NHLAA exemplifies this commitment to its members in many ways, including financial assistance, mental and emotional wellness support, physical care, post-playing career transition and family aid, all in furtherance of its efforts to ‘Honour the Past.’ Since its inception, the NHLAA has become the largest membership of retired professional hockey players and focuses on making tomorrow better than today for all NHL Alumni throughout their journey. To learn more, and to view our latest news posts, please visit us at www.nhlalumni.com.