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SportsBusiness Journal/ESPN Sports Poll
Published September 30, 2002
From August 2001 through July 2002, ESPN Sports Poll, a service of TNS Intersearch asked 1,183 avid NHL fans who they thought was the top sponsor or advertiser of the league. Here are the responses broken down by select demographics. To read: 3 percent of avid male NHL fans cited Labatt as the top sponsor or advertiser of the league. In Canada, Labatt Brewing Co. has been the official malt beverage of the NHL since 1998.