SBD/January 18, 2011/Marketing and Sponsorship

McDonald's Extends U.S. Deal With NHL Through '10-11 Season

McDonald's will retain dasherboard signage at Winter Classic, NHL All-Star Game
McDonald's has finalized a "one-year extension with the NHL to maintain its rights as the league’s American quick-service restaurant" through the '10-11 season, according to Fred Dreier of SPORTSBUSINESS JOURNAL. Under the "media-heavy deal, McDonald’s becomes title sponsor of NBC’s inaugural 'Hockey Day in America' on Feb. 20, which includes four games spread across six hours of hockey programming." Accompanying advertising will appear on NBC and Versus, as well as on NHL Network and NBC's programming block for "HDIA" kicks off at 12:00pm ET on Feb. 20 with a 30-minute pregame show "that includes short vignettes that highlight the 'American hockey lifestyle,' such as hockey moms, backyard pond hockey and pee-wee games." NHL Senior VP/Integrated Sales Keith Wachtel said that the "youth hockey element of Hockey Day was especially attractive to McDonald’s." Dreier notes that the QSR, a Canadian partner of the NHL from '93 until last year, "started its American partnership with the league" at the '09 Winter Classic at Wrigley Field. Wachtel said that McDonald's "will maintain sponsorship of the accuracy competition at the All-Star Game and retain signage behind the benches and penalty box at the All-Star Game and the Winter Classic" (SPORTSBUSINESS JOURNAL, 1/17 issue).
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