The Chicago Blackhawks are proud to announce a sponsorship with the toilet paper brand Charmin for the remainder of the 2011-2012 season. After seeing how soft the team has been playing of late, the bath tissue company couldn’t pass up the opportunity to align their brand with the team.

“Charmin Ultra prides itself on being the softest and most absorbent bath tissue on the market,” said a Charmin marketing representative. “After seeing the brutal hits the Hawks absorbed while playing the Blues the other night, without any kind of push back or effort, we’ve decided that the core values of our product align perfectly with the play of the Blackhawks organization this season.”

Coach Joel Quenneville was not surprised when he heard the announcement of the new partnership.

“These guys have been playing like crap for the past three months,” he said. “It’s only fitting a TP company would want to back us up at this point in the season.”