Sponsorships Advertising Marketing

DORNA ADTIME SIGNAGE MAKING NHL PLAYOFF DEBUT

5.16.1995

     Through a deal orchestrated by Fox, Dorna's AdTime
rotational signage system will make its hockey debut during this
season's NHL playoffs, according to Terry Lefton in the latest
BRANDWEEK.  The NHL plans to install signs within the dasher
boards at arenas hosting the Stanley Cup semifinals and finals.
Fox is "packaging" the signage as a "value-add" for its top
hockey sponsors.  Dorna USA President Jerry Cifarelli said the
deal "opens up a new sport for us," while  Lefton notes that a
guarantee of behind-the-goal signage would be a "powerful
incentive" to increase TV ad sales.  While "plans are sketchy,"
Dorna would like to equip each arena with two signs adjacent to
the benches and two behind each net with the teams free to sell
the signage for use during non-Fox games (BRANDWEEK, 5/15 issue).

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