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SBD/5/Sponsorships Advertising Marketing
NHL STRIKES DEAL WITH MINUTE MAID
Published December 5, 1994
In spite of the NHL's two-month-old lockout, the league is still selling sponsorships. The latest is a 2-year deal with Coca-Cola Foods that makes Minute Maid the NHL's "official juice sponsor." The contract begins in '95 and calls for two promotions, possibly tied to the league's all-star game and its "Muppets Take the Ice" cross-licensing program via a merchandise premium or a sweepstakes. The deal is restricted to juices and does not include Coca-Cola's Fruitopia beverage, sold under the Minute Maid brand. Coke already has an NHL sponsorship for its flagship cola. Rick Dudley, Senior VP and COO of NHL Enterprises, said the league is "sitting one two other sponsorship deals," one which includes a major "media commitment" to Fox (Terry Lefton, BRANDWEEK, 12/5 issue).