Anheuser-Busch, Dodge, the U.S. Army, and Bauer have become
the first advertisers to "cut major deals" for the U.S. telecasts
of the inaugural World Cup of Hockey, according to INSIDE MEDIA.
Sources estimate "pricetags" on the deals range from $300,000 to
$500,000. In addition to commercial time, some of the World Cup
deals include on-ice and dasher-board signage; the right to use
World Cup marks in corporate promotions, and on-site hospitality
and merchandising. The event is scheduled to begin on August 26
and conclude in mid-September. It will "air simultaneously" on
basic cable's fX, various RSNs, including Fox/Liberty-owned
channels, and local outlets. Liberty Sports Sales President Mike
Kincaid says the three-tiered distribution system is expected to
reach 50 million households. Ad negotiations for the U.S.
telecast are "ongoing" with companies in the credit card,
computer, overnight courier, stomach remedy, soft drink and
personal hygiene categories, according to Liberty Sports Sales VP
Cliff Kaplan. He adds, "We're looking for a handful of major
sponsors," with several NHL sponsors among the potential buyers
(Langdon Brockinton, INSIDE MEDIA, 6/26 issue).
