SBD/May 29, 2014/Marketing and Sponsorship

Scotiabank To Sponsor Rogers' NHL Telecasts In Six-Year Deal, Focus On Second-Screen Ads

Scotiabank-sponsored minor league teams may appear on "HNIC"
Rogers and Scotiabank announced a six-year NHL media sponsorship deal through '19-20, the first such deal since Rogers Communications inked a 12-year rights deal with the NHL in November. Scotiabank's assets in the deal include title sponsorship of "Scotiabank Wednesday Night Hockey" on Sportsnet; presenting sponsorship of "Sunday Night Hockey" on City; entitlement of "Scotiabank Hockey Day in Canada;" and activation throughout "Hockey Night In Canada" and postseason coverage, with opportunities for Scotiabank-sponsored minor league teams to appear on "HNIC" (Rogers). Terms of the deal were not disclosed, but a Rogers exec said that it “would be in the millions of dollars.” The CP's David Paddon reported the deal also anticipates Scotiabank will be able to reach its audience "through network-connected computers, tablets and smartphones -- the ‘second screen’ that sports fans use while watching live events.” Scotiabank CMO John Doig: "There's a whole series of second-screen opportunities that this deal brings to the table” (CP, 5/28). The GLOBE & MAIL's James Bradshaw reported Rogers is in talks for "further sponsorships and marketing deals with other retailers," and major Canadian NHL sponsors like Canadian Tire and Kraft Foods are "expected to ink their own new deals" (, 5/28).
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