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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).