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SBD/9/Sponsorships Advertising Marketing
NHL TO PUT ITS BEST SCENT FORWARD IN SPONSORSHIP BY MENNEN
Published May 9, 1995
The NHL signed Colgate-Palmolive's Mennen Speed-Stick to a one-year deal as the "official deodorant sponsor" of the league. The deal, which includes a Fox media buy that is "still in negotiation," runs through the '96 Stanley Cup, according to BRANDWEEK's Terry Lefton. Colgate-Palmolive will use the sponsorship for NHL-themed free standing inserts to be made available starting in the fall, possibly with a sweepstakes. Colgate-Palmolive will also receive title sponsorship of the tentatively titled "Mennen Speed Shot" at the All-Star skills competition. Lefton also reports Colgate-Palmolive will get a "yet-to-be-specified slot in the fanfest" for the '96 All-Star Game in Boston (BRANDWEEK, 5/8 issue).