Dallas-based Southwest Airlines has signed an exclusive
four-year deal to become the Official Airline of the NHL and
NHLPA, as well as for all NHL telecasts on ABC, ESPN and
ESPN2. The combined U.S.-only sponsorship package includes
in-arena and online presence in the U.S. Additionally,
Southwest will sponsor the "Southwest Airlines Goal Cam"
during televised games on ABC, ESPN and ESPN2, and an
"Intermission Report" during games on ESPN and ESPN2. The
company will also run NHL-themed ads on all three networks
and have dasherboard signage on ABC's games. The deal also
includes sponsorship of the NHL All-Star Weekend beginning
in 2002. For 2001, Southwest will be a presenting sponsor
of an interactive event at the NHL All-Star Fantasy exhibit.
Southwest's online presence includes textual placement with
the registration and check out area process of the NHL store
at NHL.com (NHL). Air Canada's NHL partnership, which
included Canadian rights only, ended after last season. Air
Canada had been an NHL partner since '97 (THE DAILY).
AIRLINE AMBUSH? In Dallas, Richard Alm writes that the
deal will give Southwest an "occasional spot in the new
[Dallas] arena named for its cross-town rival," American
Airlines, as the dasherboard signage on ABC telecasts
includes "even those originating" at Stars games at American
Airlines Center. Southwest has been a sponsor of the Stars
and Mavericks, who will also play in the arena, but American
Airlines' $195M arena naming rights deal made it the
exclusive airline sponsor of both teams. Southwest Senior
Manager for Sports Marketing & Licensing Christie Hall said
that obtaining a presence at American Airlines Center
"wasn't the motive" behind the NHL deal, as the airline
serves 17 NHL cities. Alm adds that the "same situation
will occur" during ABC telecasts at the United Center for
Blackhawks games and Continental Airlines Arena for Devils
games. Southwest Manager of Sports Marketing Andy Allmann,
on the NHL deal: "Statistics show that hockey has more fans
who are frequent business and leisure travelers than any
other sport" (DALLAS MORNING NEWS, 8/25).
