Blackhawks Building New Practice Facility Bettman Addresses Expansion, League's Strength Fresno State Partnering With Nike For Redesign Bridgestone, NHL Renew Sponsor Deal Bills' Brandon Replaces Black As Sabres President NHL Faces Several Off-Ice Incidents This Summer Coyotes, Suns Discussed Sharing New Arena Bettman Talks NHL Expansion Bids Maple Leafs Hire Devils' Lou Lamoriello As GM Glendale, Coyotes Agree To Arena-Management Changes
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).