SBD/Issue 52/Sponsorships, Advertising & Marketing

Reebok, Senators C Spezza Agree To On-Ice, Off-Ice Marketing Deal

Spezza Latest NHLer To Endorse 
Reebok Hockey
Reebok Hockey has signed Senators C Jason Spezza to an on- and off-ice marketing deal that will see Spezza influence product lines for Reebok Hockey, including hockey equipment and training apparel. Other Reebok NHL endorsers include Penguins C Sidney Crosby, Red Wings C Pavel Datsyuk, Canucks G Roberto Luongo and Devils G Martin Brodeur (Reebok). The CP reported Spezza in '09 will be "part of Reebok's global marketing campaign entitled 'Your Move,'" which currently features Capitals LW Alex Ovechkin, Spanish La Liga club FC Barcelona F Thierry Henry and Sony Ericsson WTA Tour player Jelena Jankovic, among others (CP, 11/25). In Ottawa, Wayne Scanlan reports there is "no specific term of contract, simply an understanding that this [partnership] could lead to a long-term relationship." Talks about a deal began this summer when Spezza "went looking for a new stick after learning that Sherwood would no longer be manufacturing his familiar wooden sticks in Canada." Both sides "saw the marketing potential in doing something together." Reebok Canada GM Len Rhodes: "When you look at the numbers, Ontario is the key strategic market. The fact that he is born and raised in Ontario, playing in Ontario and has the right values that match our corporate values, that goes a long way for us" (OTTAWA CITIZEN, 11/26).

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