BMX Rider Enlists Sponsors For Video Series Serena Draws Praise For Wimbledon Outfit Nike's North American Profits Take Dip Nike's Battle For CEO An Internal Affair Rogers Cuts Staff, Changes "HNIC" Hosts Foley Not Concerned About Potential Struggles Judge Orders Temporary Stop To Preds Hearing Buffalo Praised For NHL Draft Vegas NHL Team Sets Sights On Practice Facility NHL Prospects Coming From Warm-Weather Cities
SBD/22/Sponsorships Advertising Marketing
WHOSE PRIME TO GRAB THE ADVERTISING SPOTLIGHT IN THE NHL?
Published June 22, 1995
The Red Wings' Sergei Fedorov will soon be one of Nike's national spokespersons, according to Rani Cher of the DETROIT FREE PRESS. Fedorov will be involved in promoting items for Nike's new division, Canstar Sports, which owns both the Bauer and Cooper brands. Although "few hockey players" have the kind of national exposure Fedorov's deal will bring, marketers "are jumping at the chance to be involved" with hockey largely because of its "huge following among young men, age 18 to 34." Fox Sports Exec VP/ Marketing Tracy Dolgin sees a "window of opportunity" with the NHL "that has never been seen before." Keith Helfrich, and ad exec for Dodge, says the NHL is "up and coming": "Now it is more regional, but it promises to become a national sport." But Cher writes, although hockey "is catching on, the rub off has not made it to Madison Avenue," as the top players have not generated the endorsement deals of stars from other leagues (DETROIT FREE PRESS, 6/22).