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NHL sponsors mount fan recognition comeback

NHL fans this season were more aware of many of the league’s official sponsors than they were a year ago, according to the results of this year’s NHL sponsor loyalty survey, conducted for SportsBusiness Journal by Turnkey Sports & Entertainment.

The sponsors that were tracked in this year’s survey generally saw their marks rebound from 2015. Last year, sponsors saw mixed results compared to the prior season, but that 2013-14 campaign was the first full season for the league after the lockout-shortened 2012-13 season. The Sochi Winter Olympic Games and six outdoor games in 2013-14 also provided a unique platform for the league and for its sponsors that didn’t exist in 2014-15, when only two outdoor games were played.

The contest was a highlight of Pepsi’s NHL activation this year.
It’s against that backdrop that seven league sponsors saw a year-to-year increase in brand awareness among surveyed fans this year. Pepsi saw the largest increase among those seven, with 24 percent of all fans surveyed correctly identifying it as the league’s official soft drink. Fewer than 19 percent of surveyed fans did so last year, a response rate that was lower than the percentage of fans who incorrectly thought that Coca-Cola had the league’s rights in the category.

Among parent company PepsiCo’s activation efforts this year, the company sponsored a contest in which fans could submit a picture of a person with a PepsiCo product for a chance to win a trip for four to the 2016 Stanley Cup Final. The company also ran a program for this year’s Jan. 1 Winter Classic outdoor game in Foxboro, Mass., that gave fans a chance to win a VIP experience at that league tentpole event, and it ran a text-to-win sweepstakes in partnership with Jewel-Osco for the Stadium Series outdoor game in Minnesota.

At the team level, Pepsi has deals with 11 NHL clubs, according to Resource Guide Live. PepsiCo signed a deal in March to be an official corporate partner for this fall’s World Cup of Hockey, as well.

“Over the last couple of years, we’ve been lucky enough to really start capitalizing on our relationship with Pepsi,” said Brian Cull, NHL group vice president of integrated marketing. “We’ve really seen a lift in the extensions that we’re getting through our local-market relationships with Pepsi.”

Bridgestone’s gains were the second largest in the 2016 survey.
Gatorade, another PepsiCo brand that’s a league sponsor, also saw its recognition rate among fans increase this season, according to the survey results. That came after it lost ground in the survey last year, but even with that decrease, it’s been the clear category leader among fans through the history of the survey (see charts below).
NHL tire category sponsor Bridgestone posted the second-largest gain among league sponsors in this year’s survey. The company has been an official league sponsor since 2007 and title sponsors the annual Winter Classic.

Among other league partners:

Discover saw its recognition rate increase. Discover holds the league’s credit card rights in the United States, while Visa holds that distinction in Canada. Discover added an element to its Discover “it” cards this year by giving fans the option of receiving a card customized for his or her favorite team.

Honda maintained its lead in the automobile category. Eighteen percent of surveyed fans correctly identified it as the league’s sponsor in that area, on par with last year’s response rate. One of its platforms again this season was its title sponsorship of the NHL All-Star Game, played this year in Nashville. Like PepsiCo, it was one of the early partners to sign as a sponsor for the World Cup of Hockey.

Geico stayed atop the insurance category. It’s had the No. 1 position in the category in the eight years of tracking through the survey.

“This year, we definitely were up across the board with all our partners extending their activation and really utilizing our jewel events in sweeps and any way possible,” Cull said. “The more people see, the more they start recognizing who our official partners are.”

Methodology

For this project, Turnkey Sports & Entertainment, through its Turnkey Intelligence operation, conducted national consumer research surveys among a sample of 400 members of the Toluna online panel who were at least 18 years old.

The 2016 survey was conducted May 16-20, a period that coincided with the NHL conference finals. The 2015 and 2014 surveys ran at similar points in those postseasons.

Respondents were analyzed based on their avidity levels. “Avid” fans are those who responded “4” or “5” to the question “How big a fan are you of the NHL?” and claimed to “look up news, scores and standings several times a week or more often,” “watch/listen/attend at least 10 games per season” and “have a favorite team.” Fans categorized as “casual” responded “3” to the same initial question, then claimed to “look up news, scores and standings several times a month or more often,” “watch/listen/attend at least 3 games per season” and “have a favorite team.”

When asked to identify official sponsors, respondents selected from a field of brands that was provided to them for each business sector. Only the top-scoring companies and brands are listed in the results published here. The percentage responses listed have been rounded. The margin of error for the surveys is +/- 4 percent.

Turnkey Intelligence performs research work for more than 70 North American major league teams, league offices and brands. More than one-third of the NHL’s teams are among Turnkey’s clients.

IMPACT ON SAMPLING AND SUPPORT

Are you more or less likely to consider trying a product/service if that product/service is an official sponsor of the NHL?

  Avid Casual
  2016 2015 2014 2016 2015 2014
More likely 47.7% 51.5% 60.8% 39.8% 34.0% 45.8%
Unaffected or less likely 52.2% 48.5% 39.2% 60.2% 66.0% 54.2%

Are you more or less likely to consciously support a company by purchasing its products/services if the company is an official sponsor of the NHL?

  Avid Casual
  2016 2015 2014 2016 2015 2014
More likely 48.7% 54.0% 62.8% 35.8% 35.0% 49.2%
Unaffected or less likely 51.2% 46.0% 37.2% 64.2% 65.0% 50.8%

Are you more or less likely to recommend a product/service to a friend or family member if that product/service is an official sponsor of the NHL?

  Avid Casual
  2016 2015 2014 2016 2015 2014
More likely 44.2% 54.5% 57.8% 29.8% 34.0% 42.7%
Unaffected or less likely 55.8% 45.5% 42.2% 70.2% 66.0% 57.2%

SPONSORSHIP SIGNIFICANCE AND ASSESSMENT

Subject: How much more likely are fans to consider purchasing/using an NHL sponsor's product/service if they are aware of the relationship?
To read: 34 percent of NHL fans said they would be more likely to consider staying at the NHL's official hotel sponsor if they knew which brand had that designation. The rate increased to 60 percent when considering only those NHL fans who correctly knew that Westin holds that partnership distinction as one of the brands of NHL sponsor Starwood Hotels & Resorts.

CATEGORY (NHL SPONSOR) AMONG ALL NHL FANS AMONG NHL FANS WHO CORRECTLY IDENTIFIED THE SPONSOR DIFFERENCE
Hotel (Westin*) 34% 60% +26 pct. points
Quick-service restaurant (McDonald's) 37% 59% +22 pct. points
Spirits (Captain Morgan**) 32% 53% +21 pct. points
Insurance (Geico) 32% 48% +16 pct. points
Sports/energy drink (Gatorade) 37% 52% +15 pct. points
Soft drink (Pepsi) 39% 53% +14 pct. points
Tire (Bridgestone) 34% 45% +11 pct. points
Beer (Coors Light^) 34% 43% +9 pct. points
Credit card (Discover^^) 35% 43% +8 pct. points
Automotive (Honda) 33% 39% +6 pct. points

Subject: What brands do fans think should be NHL sponsors?
To read: 58 percent of NHL fans said they think McDonald's should be an NHL sponsor, compared with 25 percent who think Wendy's should have an NHL deal. Those numbers became 71 percent and 26 percent, respectively, when considering only those NHL fans who correctly knew that McDonald's is the NHL's official sponsor in the quick-service restaurant category.

  AMONG ALL NHL FANS AMONG NHL FANS WHO CORRECTLY IDENTIFIED THE SPONSOR
NHL SPONSOR/COMPETITOR RESPONSE RATES DIFFERENCE RESPONSE RATES DIFFERENCE
McDonald's/Wendy's 58% / 25% +33 pct. points 71% / 26% +45 pct. points
Gatorade/Powerade 48% / 17% +31 pct. points 64% / 22% +42 pct. points
Geico/Allstate 34% / 28% +6 pct. points 52% / 20% +32 pct. points
Bridgestone/Michelin 30% / 30% None 44% / 22% +22 pct. points
Captain Morgan**/Bacardi 24% / 23% +1 pct. points 37% / 18% +19 pct. points
Honda/Ford 33% / 36% -3 pct. points 50% / 32% +18 pct. points
Discover/Visa^^ 23% / 53% -30 pct. points 46% / 44% +2 pct. points
Coors^/Anheuser-Busch 20% / 34% -14 pct. points 34% / 34% None
Westin*/Wyndham 11% / 12% -1 pct. points 20% / 20% None
Pepsi/Coca-Cola 39% / 61% -22 pct. points 53% / 57% -4 pct. points

Notes: Fans could select both the official sponsor and the competitor if they chose to do so. The one specific competing company listed was selected by Turnkey for consideration in the survey file.
* Westin is one of the brands of NHL partner Starwood Hotels & Resorts.
** Captain Morgan is one of the brands of NHL partner Diageo.
^ As part of the NHL's Molson Coors partnership, Coors Light and Molson Canadian are both considered official beers of the NHL in North America, but Molson was not part of this survey.
^^ Discover holds the category rights in the United States; Visa holds the rights in Canada.


Which of the following is an official sponsor of the NHL?

The percentages below show how many of the survey respondents correctly identified the company that is the official NHL sponsor in a particular category, and how many incorrectly thought another company had those sponsorship rights instead.

  Avid Casual
Tire
  2016 2015 2014 2016 2015 2014
Bridgestone* 34.2% 28.5% 26.6% 22.9% 18.0% 22.4%
Goodyear 8.0% 11.5% 15.1% 9.0% 12.5% 11.4%
Firestone 7.0% 11.5% 7.0% 7.0% 6.0% 7.5%
Michelin 3.0% 6.0% 11.6% 7.5% 8.0% 8.0%
I'm not sure 42.2% 37.5% 34.2% 49.3% 48.5% 45.8%
Bridgestone signed on with the NHL in 2007 as the league's first official tire sponsor. One of its prime annual activation opportunities is the Bridgestone NHL Winter Classic, which it has titled since 2009.
  Avid Casual
INSURANCE
  2016 2015 2014 2016 2015 2014
Geico* 33.2% 28.5% 34.2% 19.9% 22.0% 24.9%
Allstate 4.5% 6.0% 7.5% 7.5% 6.5% 9.0%
State Farm 5.5% 7.0% 10.6% 5.5% 6.5% 4.5%
I'm not sure 42.2% 36.0% 34.7% 56.7% 51.0% 46.8%
A league sponsor since the 2009-10 season, Geico signed a three-year renewal of its deal in April. It serves as the presenting partner of the playoffs for all game broadcasts on NBC, NBCSN, CNBC, USA Network and NHL Network. It also, at the team level, is a partner of 21 of the NHL's 23 U.S.-based clubs.
  Avid Casual
SPORTS/ENERGY DRINK
  2016 2015 2014 2016 2015 2014
Gatorade* 28.6% 30.0% 35.7% 22.9% 18.5% 26.4%
Red Bull 11.1% 8.5% 12.6% 10.9% 11.5% 12.9%
Powerade 11.1% 9.0% 9.0% 8.0% 4.0% 10.0%
Monster 2.0% 4.5% 2.5% 7.0% 8.0% 5.5%
Amp Energy* 3.0% 5.0% 2.0% 2.5% 4.0% 0.5%
I'm not sure 41.2% 36.5% 29.1% 46.8% 49.0% 42.3%
As part of parent company PepsiCo's deal with the NHL, Gatorade has been the league's isotonic beverage sponsor since 2006. The brand this past season added Montreal defenseman P.K. Subban to its sponsorship roster. As for sister brand Amp Energy, it sponsored the Hardest Shot competition during this year's NHL All-Star Skills Competition at All-Star Weekend.
  Avid Casual
SOFT DRINK
  2016 2015 2014 2016 2015 2014
Pepsi* 28.1% 19.5% 24.6% 19.9% 17.5% 24.9%
Coca-Cola 17.6% 19.5% 27.1% 15.4% 19.5% 19.9%
Mountain Dew 3.0% 4.5% 5.0% 6.5% 3.5% 5.0%
Dr Pepper 3.5% 3.5% 6.0% 3.0% 4.0% 5.0%
I'm not sure 42.7% 38.0% 31.7% 50.7% 46.5% 40.8%
Pepsi replaced Coca-Cola as the NHL's official soft drink in 2006. Among its activation efforts during the past season, Pepsi gave away a trip for four to a 2016 Stanley Cup Final game through its Pepsi & Frito-Lay Stanley Cup Contest. PepsiCo this spring also was one of the first companies to sign on as an official sponsor for this fall's World Cup of Hockey.
  Avid Casual
CREDIT CARD
  2016 2015 2014 2016 2015 2014
Visa* 19.6% 26.0% 31.7% 17.9% 18.0% 21.9%
Discover* 19.6% 14.5% 14.1% 10.9% 11.0% 10.4%
MasterCard 12.1% 11.5% 12.1% 10.0% 12.0% 13.4%
American Express 8.0% 10.5% 11.1% 7.5% 11.0% 10.0%
I'm not sure 39.2% 33.0% 28.1% 50.2% 46.0% 40.8%
Visa has been the credit card partner for the league and the NHL Players' Association in Canada since 2008, while Discover has been the official credit card and official payment services company for the NHL in the United States since 2010. This past season, Visa partnered with The Movember Foundation to help raise funds for the charity by enlisting the support of NHL players through customizable videos, memes and audio clips. Discover continued as title sponsor of the Discover NHL Thanksgiving Showdown, a day-after-Thanksgiving game that debuted in 2011.
  Avid Casual
AUTOMOBILE
  2016 2015 2014 2016 2015 2014
Honda* 23.1% 22.0% 24.6% 12.9% 14.0% 15.4%
Toyota 10.6% 8.0% 10.6% 9.0% 9.5% 8.0%
Chevrolet (General Motors) 9.5% 10.0% 10.1% 10.0% 8.0% 6.0%
Ford 5.5% 13.5% 13.6% 6.0% 8.0% 9.5%
I'm not sure 39.2% 36.0% 32.2% 53.2% 50.5% 54.2%
Honda has been a league sponsor since 2008. It's been title sponsor of the All-Star Game for the past two seasons, and it also was among the early partners to sign on as a sponsor of this fall's World Cup of Hockey.
  Avid Casual
BEER
  2016 2015 2014 2016 2015 2014
Coors Light* 20.6% 27.0% 24.1% 19.4% 12.5% 14.9%
Bud Light 20.6% 15.5% 18.6% 15.9% 17.0% 14.9%
Labatt 6.5% 6.5% 6.5% 5.0% 6.0% 4.5%
Miller Lite 5.5% 6.5% 10.1% 5.5% 5.0% 5.5%
I'm not sure 34.7% 31.0% 24.6% 45.3% 46.0% 45.8%
Molson Coors obtained NHL rights in 2011 and features its Coors Light brand in the United States and Molson Canadian north of the border.
  Avid Casual
QUICK-SERVICE RESTAURANT
  2016 2015 2014 2016 2015 2014
McDonald's* 32.2% 28.5% 28.6% 20.9% 19.5% 26.9%
Subway 8.0% 8.5% 11.6% 7.5% 12.0% 15.9%
Burger King 3.0% 3.5% 6.5% 4.0% 5.0% 4.0%
KFC 3.5% 5.0% 3.0% 2.5% 3.5% 0.5%
Taco Bell 3.5% 4.5% 6.0% 2.0% 5.0% 5.0%
I'm not sure 43.2% 40.5% 36.2% 54.7% 50.0% 42.8%
McDonald's had been a Canadian sponsor of the league since 1993 when, in 2008, it reached a deal with the NHL for U.S. rights in the quick-service restaurant category.
  Avid Casual
HOTEL
  2016 2015 2014 2016 2015 2014
Marriott 8.0% 9.5% 11.1% 8.0% 7.5% 7.5%
Sheraton* 10.1% 14.5% 5.0% 5.5% 10.0% 4.5%
Hilton 9.0% 3.0% 12.6% 5.5% 5.0% 5.0%
Holiday Inn 3.0% 9.0% 12.1% 6.5% 7.0% 6.5%
Best Western 2.0% 4.0% 4.5% 3.0% 8.0% 4.5%
Westin* 1.0% 3.5% 0.5% 1.5% 3.0% 2.0%
I'm not sure 62.8% 49.0% 49.7% 66.2% 54.5% 63.7%
Sheraton and Westin are two brands of Starwood Hotels & Resorts, which holds the league's hotel category rights.
  Avid Casual
SPIRITS
  2016 2015 2014 2016 2015 2014
Captain Morgan* 25.6% NA NA 15.9% NA NA
Bacardi 10.1% NA NA 10.0% NA NA
Malibu 1.5% NA NA 4.0% NA NA
I'm not sure 56.8% NA NA 63.7% NA NA
Captain Morgan is a brand of Diageo, which signed on as a league sponsor in 2013. At the team level, the brand sponsored a sweepstakes in Columbus called A Conversation With Coach that awarded a chance to meet Blue Jackets coach John Tortorella in the locker room and receive Red Line Lounge tickets to a game at Nationwide Arena.
  Avid Casual
WIRELESS SERVICE
  2016 2015 2014 2016 2015 2014
Verizon 24.6% 19.5% 32.7% 18.9% 14.0% 25.4%
AT&T 13.1% 22.5% 18.1% 9.5% 13.0% 8.0%
T-Mobile 6.0% 5.5% 5.5% 5.0% 6.0% 10.4%
Sprint 4.5% 7.0% 7.0% 3.0% 7.0% 6.5%
I'm not sure 47.7% 42.0% 30.2% 56.2% 53.0% 44.8%
This is an open sponsorship category for the league. Verizon most recently held the category rights, but it ended that eight-year relationship with the league before the 2014-15 season.

* Official NHL sponsor
NA: Not available; the category was not asked about in the annual survey prior to this year.


10-YEAR LEADERBOARD: WHO’S BEING RECOGNIZED?

Turnkey Sports & Entertainment has polled NHL fans for the past 10 years to ask which companies hold the league's official sponsorship rights in select categories. Here are the results of those surveys — showing the marks for the companies that hold (or have held) official sponsorship rights with the NHL, and the results for some of their prime competitors.
Response rates indicate the percentage of people polled who thought that the particular company or brand was the NHL's official sponsor in that category.

SPORTS/ENERGY DRINK
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Gatorade (2006-present) 29.8% 27.4% 27.6% 26.0% 29.6% 32.3% 24.2% 31.1% 24.3% 25.8%
Red Bull 4.7% 5.6% 7.7% 7.5% 7.8% 7.3% 7.8% 12.8% 10.0% 11.0%
Powerade 17.1% 15.4% 9.5% 7.7% 10.9% 9.8% 6.3% 9.5% 6.5% 9.6%
INSURANCE
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Geico (U.S. rights: 2010-present) - - 19.8% 16.1% 19.8% 29.2% 23.0% 29.6% 25.3% 26.6%
Allstate - - 11.4% 9.4% 8.1% 9.6% 6.8% 8.3% 6.3% 6.0%
State Farm - - 4.2% 8.0% 8.5% 7.9% 4.0% 7.6% 6.8% 5.5%
Note: Fans were not polled on this category prior to 2009.
WIRELESS
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Verizon (U.S. rights: 2006-14) - 23.0% 19.6% 18.4% 30.6% 30.5% 22.5% 29.1% 16.8% 21.8%
AT&T - 15.0% 14.5% 14.7% 10.5% 11.1% 10.8% 13.1% 17.8% 11.3%
T-Mobile - 5.5% 7.3% 7.7% 6.4% 8.6% 5.5% 8.0% 5.8% 5.5%
Sprint - 5.1% 10.5% 5.7% 5.7% 7.3% 4.8% 6.8% 7.0% 3.8%
Notes: Fans were not polled on this category prior to 2008. The NHL has been without an official wireless sponsor since Verizon's departure in 2014.
QUICK-SERVICE RESTAURANT
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
McDonald's (U.S. rights: 2008-present) 9.3% 9.6% 17.3% 16.2% 20.2% 23.2% 18.0% 27.8% 24.0% 26.6%
Subway 5.4% 8.7% 5.6% 10.2% 13.1% 13.1% 10.5% 13.8% 10.3% 7.8%
Taco Bell - - 2.3% 3.5% 4.9% 4.8% 6.0% 5.5% 4.8% 2.8%
Burger King 11.4% 8.1% 8.8% 5.2% 5.2% 5.6% 2.0% 5.3% 4.3% 3.5%
CREDIT CARD
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Visa (Canadian rights: 2008-present) 14.7% 14.8% 17.2% 26.8% 26.7% 28.8% 24.0% 26.8% 22.0% 18.8%
MasterCard 17.6% 17.3% 13.9% 10.4% 10.3% 8.6% 7.3% 12.8% 11.8% 11.1%
Discover (U.S. rights: 2010-present) 5.4% 7.3% 8.5% 4.7% 11.4% 15.1% 11.3% 12.3% 12.8% 15.3%
American Express 12.0% 8.9% 15.0% 8.0% 9.9% 9.1% 5.5% 10.6% 10.8% 7.8%
SOFT DRINK
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Pepsi (2006-present) 20.5% 20.8% 21.7% 18.9% 25.8% 23.7% 22.2% 24.8% 18.5% 24.0%
Coca-Cola 22.4% 20.4% 28.6% 22.3% 19.8% 16.9% 16.5% 23.5% 19.5% 16.5%
TIRE
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Bridgestone (2007-present) - - - - - 26.4% 21.7% 24.5% 23.3% 28.6%
Goodyear - - - - - 13.9% 10.3% 13.3% 12.0% 8.5%
Firestone - - - - - 5.0% 6.5% 7.3% 8.8% 7.0%
Michelin - - - - - 7.3% 7.0% 9.8% 7.0% 5.3%
Notes: Fans were not polled on this category prior to 2012.
AUTOMOTIVE
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Honda (2008-present) 3.0% 5.6% 14.4% 7.0% 12.0% 20.2% 14.2% 20.0% 18.0% 18.0%
Ford 13.6% 12.2% 11.2% 14.7% 13.0% 8.8% 9.0% 11.6% 10.8% 5.8%
Toyota 2.7% 6.9% 5.1% 8.2% 5.5% 7.6% 4.8% 9.3% 8.8% 9.8%
General Motors 15.3% 15.2% 12.1% 12.7% 9.5% 8.7% 8.5% 8.1% 9.0% 9.8%
BEER
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Coors (2011-present) 13.7% 13.3% 14.4% 8.9% 12.5% 19.7% 15.5% 19.5% 19.8% 20.0%
Anheuser-Busch (U.S. rights: 1994-2011) 30.3% 25.5% 28.8% 21.6% 24.9% 22.0% 14.2% 16.8% 16.3% 18.3%
Miller 8.4% 9.2% 12.5% 10.7% 10.7% 9.1% 11.0% 7.8% 5.8% 5.5%
Labatt (Canadian rights: 1997-2011) 7.9% 7.4% 8.1% 7.7% 7.0% 6.8% 6.5% 5.5% 6.3% 5.8%
HOTEL
  2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Marriott - - 8.4% 9.4% 8.7% 9.8% 7.8% 9.3% 8.5% 8.0%
Sheraton (2010-present) - - 0.9% 4.0% 3.1% 3.3% 2.5% 4.8% 12.3% 7.8%
Hilton - - 4.7% 6.0% 6.8% 5.5% 4.8% 8.8% 4.0 7.3%
Holiday Inn - - 10.3% 8.0% 7.0% 7.8% 7.8% 9.3% 8.0% 4.8%
Notes: Fans were not polled on this category prior to 2009. The category was open when Sheraton's Starwood Hotels & Resorts parent obtained league rights in 2010.

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