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Marketing and Sponsorship

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

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).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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