SBD/14/Sponsorships Advertising Marketing

NHL GOES GRASSROOTS WITH "BREAKOUT" PROGRAM

     The NHL is joining other major team sports with a
participatory grassroots program called "Breakout."  The program
combines street and roller hockey instruction, exhibition and
competition in a portable outdoor venue, and appearances by local
players.  Initial plans call for an eight-city tour from July 15
through September.  NHL Dir of Fan Development Ken Yaffe said the
league "hopes to tie in existing corporate sponsors and local
marketers."  Breakout will be handled by Streetball Partners,
which runs similar programs for the NBA, NFL and MLB (BRANDWEEK,
2/13).
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MLB, NBA, NFL, NHL

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