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SBD/June 10, 2011/Marketing and Sponsorship
Canucks' Sedin Twins Yet To Capitalize Off-Ice On Hockey Talent
Published June 10, 2011
SOMETHING'S BRUIN: In Boston, Thomas Grillo notes Bruins G Tim Thomas, D Zdeno Chara, RW Nathan Horton and LW Shawn Thornton stand to land "lucrative endorsement deals" thanks in part to the team's run to the Stanley Cup Final. Smith College economist Andrew Zimbalist said, "This is the most exciting Bruins team in a long time, and stars have emerged making it likely that endorsement deals are very likely." Thomas, Chara, Horton and Thornton "have the best chance of inking regional ad deals that could net them about $1 million each." Boston-based 451 Marketing Founder A.J. Gerritson said that despite being knocked out of the Final during Game Two, Horton "could be the most marketable Bruin." Already, two local brands "have signed up a pair" of Bruins. The City of Boston Credit Union "recently inked a deal to make Thornton the lender's spokesman," while Dunkin' Donuts landed Bruins rookie C Tyler Seguin for its "Caught Cold" campaign (BOSTON HERALD, 6/10).