Cross The Pond, Hockey

The NHL looks to expand its brand into Europe, as the Kings and Ducks are set to open the season at the O2 Arena in London this weekend.  While AEG's arena sold out of about 17,500 tickets in just a few weeks and tickets are being sold on the open market for close to $800, the game, predictably, has had a hard time getting much play in the major London dailies.  The teams say they welcome the opportunity to help grow the game, but privately, they are wary of the toll the trip may take.  ESPN's Barry Melrose: "I can guarantee you neither one of those teams want to be in London right now playing."

Iso-Play 
Gatorade inks multi-year contract with Kevin Durant, making him brand’s first rookie endorser.

Staying For A While?  
Sonics offer to freeze season-ticket prices until ’09-10 season despite uncertain future in Seattle.

Chair Lift
Red Sox expect to raise $1M by selling 4,400 old Fenway Park bleacher seats.

Pitching Wedge  
Tiger Woods remains atop best athlete endorser poll; Peyton Manning rapidly climbing list, while Michael Jordan drops.

Strip Tease  
SMI Chair & CEO Bruton Smith threatens to sue if city of Concord stops him from building drag strip at Lowe's Motor Speedway.

The Year Of The Yao? 
Many say Reebok's effort to promote Rockets' C in Chinese ad campaign is long overdue.