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SBD/11/Sponsorships Advertising Marketing
HOCKEY MARKETING ON LIFE SUPPORT
Published January 11, 1995
Even if the NHL saves its season, retailers and marketers are not certain they will be able to "resuscitate puck-related campaigns." Nye Lavalle, President of Sports Marketing Group, a company that counsels corporations on where to spend their marketing money: "This has been a near fatal blow. The NHL is on life support awhile after this. All the money's getting reshuffled, and hockey's left out of the equation." Lavalle said sponsors have found other areas to spend their money, such as figure skating. Retailers have also lost out on revenue, but some retailers claim NHL merchandise sales has continued to sell despite the work stoppage (Kathryn Hooper, FT. WORTH STAR TELEGRAM, 1/11). According to Bob Williams, President of Burns Sports which helps find marketable athletes for advertisers, "it will take time for hockey to jump back into the limelight," because of the lockout. According to some analysts, several NHL players stood to get more endorsements this season until the labor problems (Terry Armour, CHICAGO TRIBUNE, 1/11).