Baltimore-based sports equipment maker STX has signed six more NHLers to "multi-year deals to play with STX equipment as their season gets underway." The new endorsers include Rangers C J.T. Miller, Bruins D Adam McQuaid, Islanders LW Matt Martin, Flyers RW Colin McDonald and Panthers RW Shawn Thornton and C Vincent Trocheck. STX "entered the hockey market last year and hopes to expand awareness of its brand with the new athletes as it goes up against entrenched competitors" (Baltimore SUN, 10/9).
BLING BLING: The Maple Leafs and Canada-based Peoples Jewellers have announced a three-year partnership that will commence with the '15-16 NHL season. The deal will see Peoples become the official jeweler of the Maple Leafs and will feature in-store and in-arena fan experiences. The "Ultimate Penalty Kill" promotion will give one fan at each home game the chance to win jewelry should the Leafs score a short-handed goal. Peoples also receives branding in Maple Leaf Square, concourse signage and executive suite digital screen prominence (Peoples).
MORE BLING: Charlotte Motor Speedway announced an extension of its partnership with Diamonds Direct to rename its Winner's Circle Lounge the ECJ Presented by Diamonds Direct Winner's Circle Lounge. Diamonds Direct will award the winner of the three annual NASCAR Sprint Cup Series races at Charlotte Motor Speedway, including Saturday's Bank of America 500, with a new luxury watch in addition to the race championship ring they already receive (CMS).
BUMP, SET, SPIKE: Asics America and beach volleyball player Kerri Walsh Jennings announced the launch of the Kerri Club collection, an apparel and footwear line designed in collaboration with Walsh Jennings and Asics for high-school indoor volleyball clubs. The eight-piece collection includes jerseys, a warm-up jacket and pants, shorts, socks, shoes and a backpack (Asics).
