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SBD/30/Sponsorships Advertising Marketing
NHL HITS THE ICE WITH OVER $200M IN MARKETING/MEDIA SPENDING
Published September 30, 1997
The NHL is preparing an ad campaign that promotes its tie to the '98 Winter Olympics, while league sponsors "gear up to spend" $200M in NHL-themed marketing and media programs, according to Jeff Jensen of AD AGE. NHLE VP/ Corporate Marketing Ed Horne said that overall sponsorship support is up 30% over last season. NHL sponsors Anheuser- Busch; IBM; Nike; Norelco; Quaker State; Wendy's and Coca- Cola's Coke, PowerAde and Surge brands will begin "touting the new season" in a USA TODAY special section October 3. Jensen notes a TV campaign "is also expected to air by mid- October," with a second-wave breaking "closer" to the NHL's All-Star Game in January. The league has signed Russell Athletic and Sears, Roebuck & Co. to distribute 18 million All-Star Game ballots. For the NHL's opening weekend in Japan, Coca-Cola, IBM and Nike are sponsors and ESPN and ESPN2 will broadcast the games (AD AGE, 9/29 issue). COOL STUFF: Jensen adds that the NHL will launch "NHL Cool Shots," a weekly, half-hour sports lifestyle show, "akin to NBC's 'NBA Inside Stuff,' aimed at the 12-24 demographic" (AD AGE, 9/29). "NHL Cool Shots" debuts today on Fox Sports Net and RSNs in the U.S. and will be seen on TSN in Canada during the first week of the season. The NHL Productions show will be presented by PowerAde (NHL).