NHL Commissioner Gary Bettman this afternoon said that the league’s 10-year, $2B TV rights deal with NBC/Versus is the “most significant in the league's history.” Bettman: “This is right across all factors, not the least of which is the tremendous relationship we have with NBC and Versus. When we looked at the entire package and the relationship, it was clear we were going to stay with the incumbent. But it's nice to go out and find out you're pretty.'' NBC Sports Chair Dick Ebersol said that the Versus name “will be changed within 90 days to better reflect its association with NBC” (AP, 4/19).

Sources said that the broadcaster and league are "looking to create a 'March Madness' style promotion of the playoffs" on both NBC and the cable outlet. They also will "extend the reach of the NHL's Winter Classic" (THEGLOBEANDMAIL.com, 4/19).

Farmers Insurance has signed a five-race primary sponsorship for Hendrick Motorsports' No. 5 Chevrolet driven by Mark Martin. The deal makes Farmers an associate sponsor of Martin's car for the remainder of the season. The deal continues Farmers' recent push into sports by adding NASCAR to a portfolio that also includes naming rights for Farmers Field, the planned NFL stadium in downtown L.A., and the PGA Tour's Farmers Insurance Open at Torrey Pines. Farmers President of Enterprise Marketing Paul Patsis said, "It's hard to ignore NASCAR and the NFL. They dominate sports. This seemed like a natural extension for us." Patsis said that Farmers plans to use the sponsorship to raise its brand awareness and inspire its sales agents. He added there would be business-to-business opportunities with the Hendrick Automotive Group, which operates 59 car dealerships across nine states. There's currently no formal B2B relationship, Patsis said.

This is the California-based insurer's first Sprint Cup team sponsorship since it sponsored Travis Kvapil at an '09 race at Fontana's Auto Club Speedway. Patsis said, "That sort of whet our appetite. We wanted to do research more and look at getting involved in a different way (after Fontana)." Martin will drive a Farmers-branded car at five races: May 21 at the Sprint Cup All-Star Race in Charlotte; June 5 at Kansas Speedway; June 12 at Pocono Raceway; June 26 at Infineon Raceway; and Aug. 27 at Bristol Motor Speedway. In the All-Star Race, Hendrick will field a No. 25 car with a red paint scheme and Farmers logo that resembles the No. 25 Folgers-branded car Hendrick driver Tim Richmond drove in '86.

Richard Childress Racing today announced that Caterpillar has agreed to continue its primary sponsorship of RCR's No. 31 NASCAR Sprint Cup Series Chevrolet driven by Jeff Burton. Also, Burton has reached an agreement on a multiyear contract extension with the team. Caterpillar has been a NASCAR sponsor since '93. Its current relationship with RCR began in '09 (RCR). Burton’s deal "solidifies a strong driver-team-sponsor partnership that has enjoyed considerable success on the track and off" (SPEEDTV.com, 4/19).

The Dodgers today announced that they have hired Weingart Foundation Chair Steve Soboroff as Vice Chair. Soboroff, a developer in L.A. who served as President of the city’s Recreation & Parks Commission from '95-'00, will be in charge of implementing security measures at Dodger Stadium recommended by former L.A. Chief of Police Bill Bratton, hired by the Dodgers earlier this month. Soboroff begins his role immediately and will report directly to Dodgers Owner Frank McCourt (Dodgers).

Soboroff last year wrote an op/ed in the L.A. Times supporting McCourt (THE DAILY). 

Arsenal investor Alisher Usmanov has increased his stake in the EPL club despite Stan Kroenke continuing to mount a "full takeover bid after securing a controlling stake" in the team. Usmanov spent a total of US$115,600 on six shares, upping his stake in the club to 27% and "underlining his vow not to sell his stake to Kroenke." Usmanov's Red & White Holdings investment group "didn't say where Usmanov bought the shares from" (AP, 4/19).