SBD/26/Sponsorships Advertising Marketing

HOCKEY, THAT RED-HOT COMMODITY, ASSUMING NO LOCKOUT

     "Suddenly, ice hockey is red hot," writes Kevin Goldman in
this morning's WALL STREET JOURNAL.  But with the labor dispute
threatening the start of the season, the NHL could "squander an
opportunity that sports marketing experts agree won't likely be
handed to hockey ever again."  Goldman reviews the new Fox-NHL TV
deal noting that Nike, Anheuser-Busch and Coke are the first
national sponsors of '94-95 NHL games.  "Although hockey is
scoring more points with fans and national advertisers alike,
Madison Avenue remains reluctant to sign hockey stars as product
endorsers" (WALL STREET JOURNAL, 9/26).
     MORE ON THE FOX DEAL:  In San Jose, Colin Seymour notes that
Fox's $31M deal for the NHL buys them "new clientele and a lot of
ink in the paper" (SAN JOSE MERCURY NEWS, 9/26).  In BUSINESS
WEEK, Ronald Grover notes that with the baseball strike, Rupert
Murdoch's sports deals look "very sweet" (BUSINESS WEEK, 10/3
issue).
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