SBD/December 29, 2011/Marketing and Sponsorship

Comcast Signs Deal With NHL That Allows Activation At And Around Winter Classic

Comcast has signed a one-year renewal with the NHL that allows the cable giant activation rights at and around the '12 Bridgestone Winter Classic. The deal is separate from Comcast/NBC’s 10-year U.S. television distribution deal with the NHL. Terms of the deal were not available. Comcast has signed one-year deals for the Winter Classic since '08. This year Comcast will promote its Xfinity digital cable service with a booth in the spectator plaza on Dec. 31 and Jan. 2, as well as its “Best Seat in the House” promotional couch, which will be located in the front row at Citizens Bank Park adjacent to the visiting team’s dugout during the game on Jan. 2. Comcast in early December conducted a video sweepstakes with Rangers and Flyers fans, and the winners will sit on the couch during the game. Comcast has used the couch activation at three regular-season MLB games and three preseason NFL games thus far. “We film fans in the seats and then make a campaign out of their reactions,” said Comcast Dir of Digital & Sports Marketing Strategy Matthew Lederer. GMR Marketing designed Comcast’s activation for the Winter Classic.
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NHL, NBC, Front Row, Citizens Bank, MLB, NFL

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