Amp Energy Not Returning As Title Sponsor Of NHL Outdoor Game

Amp Energy Not Returning As Title Sponsor Of NHL Winter Classic This Season

Amp Energy "will not return as title sponsor" of the '09 NHL Winter Classic, which will feature Red Wings-Blackhawks at Wrigley Field, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Amp next year "will not be staging a brand relaunch, as was the case this year." However, Amp parent-company PepsiCo's "failure to renew Amp's title should not be construed as an early indication that Pepsi will walk on its NHL sponsorship," which runs through the '08-09 season. Lefton also reported "no one-offs will be allowed" this season for the Winter Classic, as any company looking to buy media or sponsorship elements to the event "will have to make a seasonlong commitment" (SPORTSBUSINESS JOURNAL, 7/28 issue).

GOING NORTH: Massachusetts-based Twins Enterprise Inc. said that it "has expanded its business relationship with the [NHL] to distribute licensed headwear and apparel in Canada." Twins has had "a successful 10 year partnership" with the NHL in the U.S. The agreement with the NHL includes global rights (BOSTON.com, 7/28).

A WHO'S WHO: Therma Blade Inc. announced the creation of a new advisory board that will provide guidance on work done with the NHL and NHLPA. The advisory board consists of the following members: Hockey Canada President Bob Nicholson; former coach & GM Pat Quinn; former Flyers GM Bob Clarke; Blue Jackets analyst Danny Gare; and Thermablade inventor Tory Weber. Additionally, 100 NHL players this summer will participate in a trial of "Thermablade Elite II," the company's heated skate blade model (Thermablade).