The NHL and Samsung Canada this week will announce that the electronics manufacturer has "signed on as one of the league’s official corporate partners" in a deal that "revolves around content," according to Morgan Campbell of the TORONTO STAR. When Samsung smartphone users "download the NHL app, they’ll have access to videos that iPhone and BlackBerry users can’t access -- specifically, edited footage from the league’s 'Situation Room,' where officials watch videos, then issue rulings on disputed goals." While fans at home and at the arena "will learn the outcome of the call, Samsung users will be able to view a video explaining how officials reached their decision." The agreement "taps into a synergy between Samsung’s desire to feature its products and the NHL’s need to keep pace with changing viewing habits." The league said that Samsung Canada "didn’t need special clearance to include NHL footage in its app," despite Rogers being the NHL’s official Canadian broadcaster. The agreement will also see Samsung "sponsor a blog at NHL.com." Sports marketing experts, however, said that the "exclusive content is the most important element of the deal because it reflects broader sports sponsorship trends" (
TORONTO STAR, 3/9).
This week’s SBJ looks at the trends in sponsored content and examines various brand executions.
