Following the lead of Browns QB Johnny Manziel attempting to trademark his "Johnny Football" nickname, Flames LW Johnny Gaudreau has “trademarked the term ‘Johnny Hockey’ with patent and trademark offices in both Canada and the U.S.,” according to Rick Westhead of TSN.ca. Gaudreau wants to "slap his name on sports equipment and apparel, not to mention athletic shirts, sleepwear, athletic tops, shorts, skirts and gloves.” Gaudreau's application is “pending in both countries.” Sports Professional Management's Lewis Gross, who reps Gaudreau, said, “We felt that Johnny was going to be a special player and if he takes off the way we felt he could, he has the potential to have endorsement opportunities that could be very valuable" (TSN.ca, 1/13). CBSSPORTS.com's Chris Peters wrote nicknames are a "big part of an athlete's overall marketability and protecting how it is used is just smart business." While Gaudreau is only a rookie, his "highlight-reel plays and production are already winning him a lot of fans in Calgary and beyond." Peters: "His future could be pretty bright" (CBSSPORTS.com, 1/13). YAHOO SPORTS' Josh Cooper wrote the move "makes a lot of sense" if last year's Hobey Baker Award winner "wants to at least get some cut on his famous nickname." Cooper: "How many people are going to slap 'Johnny Hockey' on many different types of gear to take advantage of his popularity?" (SPORTS.YAHOO.com, 1/13). Gross said that Gaudreau already has a "handful of endorsements," including Bauer, Pizza Pizza and an auto deal (CALGARY SUN, 1/14).
SO, YOU'RE NOT A FAN? Canadiens G Carey Price yesterday called the jerseys Reebok created for the Jan. 25 NHL All-Star Game "gruesome." He added with a grin, “I just saw one brief picture of it and it looked like a futuristic. ... It’s almost so bad that you have to keep it.” In Montreal, Dave Stubbs noted the NHL and Reebok “should understand that Price was joking, laughing constantly” while discussing the topic (MONTREALGAZETTE.com, 1/13).
KRAFTY EFFORT: MARKETINGLAND.com’s Steve Hall noted Kraft as part of its grassroots Kraft Hockeyville project has teamed with Hockey HOFer Joe Nieuwendyk to “help improve the Luther Vipond arena in Whitby, Ontario, home to Nieuwendyk’s hockey beginnings.” Kraft Hockeyville, in conjunction with the NHL and NHLPA, is “seeking nominations from communities for another rink renovation and is offering a grand prize of hosting an NHL pre-season game and $100,000 of renovation” (MARKETINGLAND.com, 1/13).
