In Portland, Jeff Manning reports the NHL and Nike are
expected to officially announce "a far-reaching marketing
alliance" in the near future. The deal is expected to run as
high as $30M or more (Portland OREGONIAN, 1/19)....Nike debuted
its Sergei Fedorov commercial during the All-Star game which
depicted Fedorov in his Nike skates and white Red Wings jersey
skating toward the goal against two or three teams worth of
players from opposing NHL teams. Fedorov also skates through a
figure skating pair's routine, prompting the announcer to say
"Oh, what a tragedy!" He then skates in on multiple goalies
defending one net and scores. The spot ends with Fedorov being
flattened by a zamboni driven by one of the goalies (of course,
with a "Just Do It" logo) (THE DAILY). Fedorov says he will keep
his Nike skates worn during the game that feature the white and
silver background (DETROIT NEWS, 1/22).
WHAT A WEEKEND: Boston officials estimate the economic
impact of the NHL All-Star Game could be as high as $4.4M (Steff
Gelston, BOSTON HERALD, 1/20).
