Deep Heat Mentholatum Partnership

Jul 31, 2023

Sports Medicine Australia is pleased to announce a new major partnership with Mentholatum, owner of Deep Heat and ICE products.

The 2-year agreement recognises Mentholatum as a supporting partner of SMA’s Safer Sport Program, educating people from all backgrounds and communities on injury prevention and management techniques, especially within our industry-leading Level 1 and 2 Sports Trainer courses. In addition, Mentholatum will join SMA as event partner and Welcome Reception sponsor for the 2023 ASICS SMA Conference.

With over 100 years of heritage across its brands, Mentholatum’s pursuit is to Make People’s Lives Healthier and Happier, and so the partnership with Australia’s largest multidisciplinary sports medicine association solidifies both organisations’ commitment to supporting the active lifestyles of Australians.

SMA CEO Jamie Crain welcomes the new alliance.

“Our partnership with Mentholatum strongly aligns with SMA’s Vision which is to enhance health outcomes for all Australians through knowledge, training and safe participation in sport, exercise and physical activity. Our members and course participants will recognise Deep Heat and ICE as household names that help people lead a more active lifestyle and do more of what they love, especially when it comes to sport,” said Crain.

Mentholatum is a world leader in various pharmaceutical product categories, including topical pain relief and joint and muscle health. The Deep Heat and ICE products are available in a range of formats, including creams, gels, sprays, patches, and roll-ons.

The launch of this important partnership coincides with Deep Heat’s new FEEL IT WORK campaign which will play a substantial role in bringing this partnership to life.

Learn more about Mentholatum, Deep Heat and ICE here.