Published October 17, 2011
Amway hopes its deal with the Red Wings will boost its North American business
Amway announced last month it would be the
presenting sponsor of the Red Wings this season, and part of the company’s plan is to show Detroit “some love,” according to the DETROIT FREE PRESS' Carol Cain, who examined the growing relationship between Ilitch Holdings and Amway. Amway signed the deal “in hopes of increasing the direct sales giant’s North American business, which is only 10% of its total." It was hockey “that brought the DeVos, Van Andel and Ilitch families together as Amway signed a marketing deal with the Red Wings that has its name center ice" at Joe Louis Arena. Cain wonders if it could "lead to other ventures among the three families?” The Ilitches’ Olympia Entertainment President & CEO Tom Wilson said, “It’s a wonderful connection, and who knows where it could lead.” Chris Ilitch, “son of Mike and Marian who is president and CEO of Ilitch Holdings, will introduce Doug DeVos when he takes the Detroit Economic Club stage in early December to talk about Amway, Detroit and Grand Rapids.” He’s returning the favor “from when DeVos introduced Ilitch at the Economic Club of Grand Rapids in March.” The company will “reveal details" of its auto technology product created by Fulton Innovation which will "be featured at the North American International Auto Show at Cobo Center in January” (
DETROIT FREE PRESS, 10/17).
