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NORELCO LOOKS TO BUILD THE BUZZ WITH NHL DEAL

          Norelco said Wednesday its Men's Razors and Maverick
     Beard & Mustache Trimmers will become the "Official Men's
     Grooming Tools" of the NHL.  Norelco Product Manager Ron
     Sinclair told THE DAILY the multi-year deal took "about six
     months" to put together.  Although he would not comment on
     terms, Sinclair noted it was Norelco's "largest sponsorship
     in company history."  He cited the youthful demographics of
     the NHL, and said Norelco hopes to use its NHL partnership
     to "build our brand by leveraging Norelco into a hip brand"
     (THE DAILY).  BRANDWEEK's Terry Lefton put the value of the
     deal at $2.5-3M, before the cost of any NHL media buy on Fox
     (BRANDWEEK, 1/13). Norelco will extend the sponsorship with
     the new Norelco/NHL "Face-Off" Statistic and Award.  Details
     of "Face-Off" will be released this weekend, with former
     NHLer Stan Mikita appearing on behalf of Norelco (NHL).  
      

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