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Volume 25 No. 23
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NHL Testing New In-Ice Ad Positions During All-Star Game Festivities

The NHL will be testing new advertising positions in and around the ice during All-Star Game events this weekend in order to evaluate the potential value of this inventory for the league, its teams and business partners. The in-ice position will be in each of the four goalie trapezoids in the rink corners, which the NHL tested for the first time during its preseason exhibition games in China. During both Saturday’s Skills Competition and Sunday’s All-Star Game, Enterprise, Ticketmaster, Adidas and Pepsi will have in-ice advertisements in those locations. Traditionally, there have only been four in-ice advertising positions near center ice. During the events this weekend, Honda, Geico, Dunkin' Donuts and Coors Light will hold those positions.

The league for the first time also is testing branding on the kickplate -- the yellow plate on the base of the boards that circles the ice. During the Skills Competition, the kickplate will have Geico, Coors Light and Dunkin' Donuts branding, as well as event branding. The league will not test it during Sunday’s game. The inventory was packaged with other in-arena assets as part of broader NHL All-Star partnerships, and the league believes that there is significant value to these positions and the exposure it grants going forward.