Wasserman L.A. Committee OKs Mayor Signing Bid Contract Danica Patrick Renews Healthcare Partnership DraftKings Breaking Ad Campaign ESPN Adding New College Sports Service Mariners Fire GM Jack Zduriencik 49ers Take Another Image Hit With Brooks Charge Yahoo's Forde Balances CFB, Daughter's Swim Meet Russell Wilson Clarifies Water Comments Dolphins Unveil Sun Life Stadium Renovations
NHL Signs Mammoth Seven-Year Sponsorship Deal With MillerCoors
Published February 22, 2011
WANT MORE GREAT STORIES LIKE THIS?
CLICK ON ONE OF THESE BUTTONS
"Hockey is a sport that's extremely strong with our customers in the Northeast and Midwest and overall we see this as a bet on the future of the NHL," said MillerCoors CMO Andy England. "NHL fans are the biggest consumers of beer among fans of any major league sport, so it's just a nice match for us." England added that Molson Canadian's "heritage" positioning and Coors Light's message of "Cold Refreshment" are also nice creative matches for the NHL.
With the NHL seeking a new TV deal, a major new beer contract is a nice start. "You have to admire what Coors did with its NFL rights as far as activation," said NHL COO John Collins. "Filling an important category like this is a nice part of any TV deal and we are as well positioned as a sport and a business as we ever have been."
See today's issue of THE DAILY for more.