The NHL is negotiating a new deal to have Coca-Cola
remain as the title sponsor for the All-Star Weekend. The
deal is in its last year. Although PepsiCo holds pouring
rights at San Jose Arena, NHL VP/Special Events Frank
Supovitz said they are still able to use the Coca-Cola logo
throughout the arena (USA TODAY, 1/17). Coca-Cola All-Star
Weekend includes the events of NHL All-Star Friday and the
All-Star game on Saturday (NHL).
NIKE: Nike's efforts at All-Star Weekend will focus on
its "Goalies" campaign, featuring Red Wing Sergei Fedorov,
Maple Leaf Mats Sundin and Coyote Jeremy Roenick. Six
Wieden & Kennedy-created spots, five 30-second ads and a 60-
second one, will air throughout the regular season and
playoffs. The campaign coincides with Nike's launch of new
hockey equipment, including roller hockey skates in
February, gloves-sticks in March, and skates in May (Nike).
ANHEUSER-BUSCH: A-B's Bud Ice brand, in its fourth year
as an official marketing partner of the NHL, is sponsoring
the Bud Ice All-Star MVP Award for the second straight year.
In addition, Bud Ice will announce Friday that they will
sponsor the NHL's Bud Ice Plus-Minus Award, to be given out
at the end of the regular season to the player leading the
league in the plus-minus statistic. The award will be
supported by an advertising and promotion campaign that will
break shortly throughout North America. A-B recently
extended its deal with the NHL through '99 (A-B).
