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SBD/February 8, 2011/Marketing and Sponsorship
Sponsors Are Lining Up For The NHL's Feb. 20 Heritage Classic In Calgary
Published February 8, 2011
A NORTH AMERICAN TRADITION? ESPN.com’s Pierre LeBrun noted the gate revenue for the Heritage Classic “won't be as much" as it was for the Winter Classic "because there aren't as many seats” in McMahon Stadium. But the “corporate base has really jumped on board.” Collins: "To really make the model work in these less than NFL or big-time baseball stadiums, sponsorships needs to really carry the day. I think the size of the sponsorship market and also the activation by the sponsors is going to be even bigger than the Winter Classic." LeBrun wrote it was a "no-brainer for the NHL to extend itself with two outdoor games,” but it remains to be seen “whether or not having two games will dilute the product.” Collins said, "I always resist the idea that the Winter Classic is a U.S.-only event, similarly now I'm going to resist the fact that the Heritage is just a Canadian event" (ESPN.com, 2/5).