SBD/January 8, 2014/Marketing and Sponsorship

Reebok Reportedly Could Be Replaced On NHL Jerseys By Parent Company Adidas

Reebok hockey's endorsers including Penguins C Sidney Crosby

Reebok has the rights "to make NHL jerseys," but parent company adidas is "considering putting its own name" on the jerseys instead of Reebok, according to Elliotte Friedman of the CBC. As part of the transition from Reebok to adidas, there could be an "extension of the current contract, which runs through 2016-17" (CBC.ca, 1/7). SPORTING NEWS' Sean Gentille wrote the move would be "interesting," as Reebok Hockey has a "handful of high-profile athlete endorsers," including Penguins C Sidney Crosby. Gentille: "Odds are he's not strapping on adidas skates anytime soon" (SPORTINGNEWS.com, 1/7).

THE BIG REVEAL
: Pepsi, which is an official NHL and NHLPA partner, has secured the presenting sponsorship for Gatorade in Canada of "NHL Revealed: A Season Like No Other." The CBC and NBCSN series will tell the stories of more than two dozen NHL stars on and off the ice as they participate in regular-season games this season, including the league's outdoor games. Coors Light has secured the U.S. presenting sponsorship (THE DAILY).

LIGHTNING IN A BOTTLE: Canada-based sports retailer Sport Chek on Monday signed Lightning C Steven Stamkos to a multiyear deal to appear in the company's branding and ad campaigns. The deal includes exclusive behind-the-scenes digital content as well as appearances at Sport Chek stores and events (Sport Chek).

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