SBD/5/Sponsorships Advertising Marketing


     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).
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Coca-Cola, NHL

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