SBD/September 13, 2011/Marketing and Sponsorship

Honda Will Increase Spending As Part Of Multiyear NHL Renewal

Honda's new deal will be U.S.-focused after including all of North America
The NHL yesterday formally announced that Honda has renewed its sponsorship of the league in the automotive category in the U.S. The three-year deal includes continued activation at NHL events, including the Winter Classic and All-Star Weekend, as well as increased presence around the NHL Awards and NHL Draft. Honda returns as presenting sponsor of the NHL SuperSkills event and NHL All-Star MVP Award for the next two All-Star weekends held in the U.S. (NHL). SPORTSBUSINESS JOURNAL's Fred Dreier reports the new deal ends Honda's North American deal signed in '08. Sources said that the deal "runs through the 2013-14 season." The initial partnership "had a $4 million annual rights fee and included rights" within the U.S. and Canada, and sources indicated that Honda "will be spending 50 percent more in total commitments, including media spending and event activation." NBC officials "declined to discuss specifics about the media that Honda would receive other than to say the auto manufacturer would gain inventory on NBC, Versus, the NHL Network, NBCsports.com and NHL.com." In addition to the media, Honda will receive "dasherboard branding during nationally televised games, including playoff games, an element that was not included in the old deal." Honda Brand Manager Tom Peyton said that the automaker "would continue to promote its Odyssey, Ridgeline and Pilot models at NHL games" (SPORTSBUSINESS JOURNAL, 9/12 issue).
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