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SBD/22/Sponsorships Advertising Marketing
ROLLER HOCKEY INT'L HAS SPONSORSHIP PACKAGES AVAILABLE
Published March 22, 1995
Roller Hockey Int'l (RHI), a 20-team in-line skating hockey league, is set to begin its second season. RHI COO David McLande: "The key this year will be our marketing. We'd like to see a lot of sampling of the game because if people see it, they like it -- and they come back." The league has initial agreements to sell sponsorship packages, including signs, ads during games carried on ESPN and ESPN2, patches on player uniforms and tickets. Cap Cities/ABC, part owner of ESPN, owns an undisclosed stake in the league. The first two of a planned four-six sponsorships have been sold at $400,000 each to two units of PepsiCo: Pepsi-Cola and Taco Bell. Pepsi-Cola's VP/Media & Entertainment Marketing Rick Rock said they were intrigued by the "kids playing in driveways and parking lots and playgrounds": "It's a grass-roots type of opportunity, and we like that." EMCI, a marketing consulting company that specializes in entertainment promotions, is working with RHI in pairing sponsors with the league (Stuart Elliott, N.Y. TIMES, 3/22).