Rogers Communications has begun "advertising itself as Canada’s new hockey broadcaster," using Eugenie Bouchard’s "historic run at the Wimbledon title (broadcast on rival network TSN) as an opportunity to run new ads during Sportsnet news shows," according to Susan Krashinsky of the GLOBE & MAIL. Rogers’ 12-year, C$5.2B deal for NHL broadcast and multimedia rights went into effect on July 1. Rogers is "latching on to any event that brings Canadian sports fans together to remind them who will soon be bringing them their hockey." The company is "embarking on one of the biggest years of marketing spending yet for its Sportsnet channel." The campaign for the NHL on Sportsnet "encompasses three commercials that will air mostly on Rogers-owned television stations, along with ads in its print magazines and digital properties." The marketing plan has been "shaped by a major research project that Rogers and the NHL began in February, asking Canadians to be 'fan advisers.'" The campaign "marks a shift in Sportsnet’s marketing." In the past, "all advertising for the sports channels was produced" by Rogers’ in-house advertising team, but "for the NHL campaign, that team collaborated with the company’s ad agency, Publicis" (GLOBE & MAIL, 7/7).
