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SBD/June 11, 2013/Marketing and Sponsorship
NHL Corporate Sponsors Preparing Activation Plans For Anticipated Blackhawks-Bruins Final
Published June 11, 2013
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version of the Stanley Cup
ADVERTISING DURING GAMES: Many NHL corporate sponsors have airtime during NBC and NBC Sports Network games, with MillerCoors, Geico, Discover, Verizon and Enterprise Rent-A-Car leading the way. Movie studio ads abound with Warner Bros. pushing “Man of Steel,” Paramount advertising “World War Z,” Disney touting “The Lone Ranger” and Sony Pictures promoting “This Is The End.” As for larger broadcast positions, Geico is presenting sponsor of the Stanley Cup Playoffs, including the Final; Lexus has the first intermission; Discover has the second intermission; Subway has overtime period and intermission; and Coors Light sponsors a recurring “Cold Hard Facts” feature. Non-league sponsors advertising in the Final on NBC include Lexus, Samsung, Microsoft and a variety of movie studios. Canadian NHL corporate sponsor activation includes PepsiCo promoting its Power of One retail displays at grocery and convenience stores; Bell Canada promoting the Sony Xperia ZL phone with NHL imagery; Scotiabank's "High Five Your Way to the Stanley Cup Final" promo; and Hershey's Stanley Cup-shaped chocolate confection.