SBD/July 12, 2012/Marketing and Sponsorship

SiriusXM To Serve As Title Sponsor Of Fan Fest At Comerica Park Around NHL Winter Classic

The NHL's satellite radio partner SiriusXM secured title sponsorship of the Jan. 1 Hockeytown Winter Festival at Detroit's Comerica Park for two weeks in the run-up to the NHL Winter Classic at Michigan Stadium between the Red Wings and Maple Leafs. The deal reflects the growth of the Winter Classic, which started as just one game, but has turned into an event. “This is the first time we’ve done a title sponsorship around the Winter Classic beyond Bridgestone and the main event,” said NHL VP/Integrated Sales & Marketing David Lehanski. “But look how far the event has come; we had a sold-out alumni game the day before the Rangers-Flyers Winter Classic in Philadelphia last year. The model has now changed drastically, with two weeks of events planned in Detroit before we even get to the Big House. It made sense for SiriusXM to attach its brand to the festival.” The SiriusXM Hockeytown Winter Festival will include interactive games, autograph signings, public skates, exhibits and musical performances. The Comerica Park rink will host the Great Lakes Invitational, featuring four local college teams, and an AHL game between the Grand Rapids Griffins and the Toronto Marlies, minor league affiliates of the Red Wings and Maple Leafs. The deal calls for a co-branded NHL/SiriusXM logo to be utilized in all promotional, marketing and event materials including center ice on the Comerica Park rink; in-stadium assets such as camera visible dasherboards, branded jumbotron features, PA announcements and LED logo inclusion; on-site activation, including a broadcast position on field at Comerica and dedicated space at the festival; and an integrated media package running on NHL Network and NBC Sports. SiriusXM will broadcast live on the NHL Home Ice channel from an on-field location throughout. Molson Canadian, Reebok, Advil, Comerica and Compuware have signed on as partners of the festival.
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