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SBD/17/Sponsorships Advertising Marketing
7-ELEVEN TEAMS WITH THE NHL AND FOX FOR HOCKEY PROMO
Published October 17, 1996
7-Eleven once again teams with Fox and the NHL to create an "extensive in-store marketing/merchandising program" which will include a consumer sweepstakes, according to Brockinton & Reynolds of INSIDE MEDIA. This is 7-Eleven's "latest in a series of similar partnerships" with Fox and other pro leagues, including the NFL and MLB. 7-Eleven Advertising & Promotions Development Manager Charlie Thomas said the chain will "likely" buy ad time on Fox's regular season NHL coverage, and may possibly be the presenting sponsor of Fox's All-Star coverage. The "lure" of the hockey is that 7-Eleven's major customers are 18-34-year-old males, "the NHL's primary demographic." In January and February, 7-Eleven will offer NHL-themed coffee mugs along with Fleer hockey cards. Certain mugs contain instant-win game pieces with grand prize an NHL-sponsor Dodge Dakota sports truck. Other prizes include tickets to the Stanley Cup Finals, and free use of a PrimeStar satellite system for a year. 7- Eleven will also team with Anheuser-Busch to install NHL-themed Bud and Bud Ice displays, and there will be an NHL-related promo tied to the use of 7-Eleven's ATM machines (INSIDE MEDIA, 10/16 issue).