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KEITH WACHTEL

Executive Vice President & Chief Revenue Officer
NHL

As Chief Revenue Officer, Wachtel leads the NHL’s global corporate sponsorship as well as digital and NHL Network advertising sales efforts. Since 2007, Wachtel has consistently delivered tangible results that not only have had a direct positive effect on the League’s fiscal health, but also have elevated the NHL brand to business partners and fans alike.  
 
With the development of new and exciting League assets such as the NHL Winter Classic, NHL Stadium Series, NHL Heritage Classic, NHL All-Star, NHL Awards and NHL Face-Off, Wachtel and his team are challenged with a significantly increased amount of inventory to sell. Wachtel not only rose to this challenge by supporting these newly created assets, but has developed a more creative approach to sales by aggregating inventory across businesses units such as licensing, sponsorship, events, wireless, new media and NHL Clubs.  
 
Since arriving at the NHL, Wachtel has driven more than $500 million to the League and an additional $800 million to NHL Clubs and broadcast rightsholders through new NHL partnerships, including MillerCoors, Molson, Scotiabank, Honda, Bridgestone, Visa, Discover, Canadian Tire, Tim Hortons and Enterprise, while successfully completing renewals with long-term partners. The tremendous success of the U.S. partnership business helped in securing broadcast agreements with NBC/Comcast in the U.S. and Rogers in Canada. As part of these agreements, Wachtel spearheaded North American digital sales partnerships with NBC Sports and Rogers for all NHL.com, NHL Network and NHL Mobile ad sales to non-League partners. 
 
The World Cup of Hockey 2016 marked another milestone in Wachtel’s NHL career. Under his leadership, the two-week, best-on-best international hockey tournament that featured more than 170 of the NHL’s best players generated more than $25 million in sponsor support from blue-chip brands around the world. In addition, Wachtel spearheaded the introduction of digitally enhanced hockey dasherboards (DED) into the global event’s game broadcasts, allowing sponsor messaging to be individualized and targeted through the tournament’s global broadcast partners. This marked the first time this technology was used in North America. 
 
Prior to joining the NHL, Wachtel was Director of Business Development for the National Football League. During his six seasons with the NFL, Wachtel was involved in securing more than $300 million in long-term League partnerships with Sprint, Samsung, Home Depot, State Farm and Burger King. In addition to developing corporate sponsorships, other responsibilities included the sale of the NFL’s Super Bowl Halftime property and the League’s extensive calendar initiatives such as the NFL Draft, NFL Opening Kickoff and the Pro Bowl. Wachtel also worked with NFL broadcast partners to sell and develop the League’s in-game broadcast enhancements.  
 
Prior to joining the NFL in 2001, Wachtel was the Director of Integrated Sales & Marketing for SFX Sports Group, working with new and emerging properties like the Little League World Series, NHRA and PRCA. In addition, he was part of a team that developed a grassroots tour with the U.S. Women’s World Cup Championship soccer team as well as the made-for-television event, Michael Jordan Celebrity Golf Invitational. 
 
Before working on the properties side of the business, Wachtel spent eight years from 1992-99 within some of the largest media buying agencies specializing in sports. At Young & Rubicam, Bates U.S.A and Zenith Media, Wachtel oversaw broadcast buying for Miller Brewing Company, AT&T, Yum Brands, M&M Mars, Puma and T. Rowe Price. 
 
In 2009 and 2010, SportsBusiness Journal named Wachtel as one of the Forty Under 40. A native New Yorker, Wachtel lives in Manhattan with his wife, Alison, and their two children. He graduated from the George Washington University with a bachelor’s degree in marketing and later went on to earn his Masters of Business Administration from Fordham University.