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NHL Signs Mammoth Seven-Year Sponsorship Deal With MillerCoors
Published February 22, 2011
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"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.