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SBD/December 19, 2011/Marketing and Sponsorship
Published December 19, 2011
DRY ARENA: In Miami, George Richards noted the Florida Department of Transportation was scheduled to sponsor Sunday's NHL game between the Hurricanes and Panthers. Richards noted with the sponsorship came a "rarity in professional sports: Limited alcohol sales." The Panthers were not going to "sell alcohol at any concession stands in the upper or lower level at BankAtlantic Center" and planned to close the two bars in the 100 level. Fans would "able to drink in suites or in various clubs on the suite and club level." Team President & COO Michael Yormark said that the Panthers "wanted to take part in the FDOT's campaign to curtail drunken driving but admitted it was easier to do such a promotion on a Sunday afternoon game than, say the New Year's Eve game" (MIAMI HERALD, 12/18).
BREAKING INTO BIG TEN: Northwestern Univ. and Under Armour on Saturday announced a new multiyear partnership that designates Under Armour as the official outfitter of the university's athletic program. The company will outfit all of Northwestern's 19 men's and women's varsity athletic teams beginning in the '12-13 season. The partnership also includes marketing and promotional rights. It is UA's first partnership with an athletic program in the Big Ten (Northwestern).