SBD/October 6, 2011/NHL Season Preview

NHL Marketing Notes: Molson Going Ahead With NHL Plans Despite Court Delays

In Toronto, Josh Rubin notes with the NHL season opening tonight, the “fate of the league’s ‘monster’ $375-million sponsorship deal with Molson Coors is still in an Ontario judge’s hands.” Despite the delay, Molson Coors is “already going ahead with its NHL agreement,” and is sponsoring the “Molson Canadian Face Off Festival” in Winnipeg tonight. Molson Coors Canada Dir of External Communications Adam Moffat said, “We’re hopeful a decision will be made soon, but are not letting this delay get in the way of our preparations.” Level5 Brand Marketing consultant and former Labatt VP/Marketing David Kincaid said that having a sponsorship deal “up in the air as the season begins means broadcasters can’t count on ad revenue, the breweries don’t know if they can plan marketing campaigns, and the league takes a hit in its image among its other advertisers.” Kincaid: “It’s getting way too late in the game for a contingency plan. Having this fight go so long isn’t good for anybody” (TORONTO STAR, 10/6). 

CHAMPION MATERIAL: Reebok's Sports Licensed Division yesterday announced a partnership with Champs Sports, establishing the chain as the "pinnacle retail destination" for Reebok's NHL apparel in Canada and the U.S. Champs Sports will create stores within the store. The new areas will feature men's and women's jerseys, apparel and headwear. To help promote the launch of the partnership, Reebok and Champs Sports have launched a sweepstakes with prizes including tickets to the '12 Bridgestone NHL Winter Classic (Reebok).

LIGHTNING IN A BOTTLE: Liquid Nutrition has added Lightning C Vincent Lecavalier to its roster of endorsers as the supplement store franchise plans to expand into the South Florida market (Liquid Nutrition).
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