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Volume 24 No. 159
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          The NHL is preparing an ad campaign that promotes its
     tie to the '98 Winter Olympics, while league sponsors "gear
     up to spend" $200M in NHL-themed marketing and media
     programs, according to Jeff Jensen of AD AGE.  NHLE VP/
     Corporate Marketing Ed Horne said that overall sponsorship
     support is up 30% over last season.  NHL sponsors Anheuser-
     Busch; IBM; Nike; Norelco; Quaker State; Wendy's and Coca-
     Cola's Coke, PowerAde and Surge brands will begin "touting
     the new season" in a USA TODAY special section October 3. 
     Jensen notes a TV campaign "is also expected to air by mid-
     October," with a second-wave breaking "closer" to the NHL's
     All-Star Game in January.  The league has signed Russell
     Athletic and Sears, Roebuck & Co. to distribute 18 million
     All-Star Game ballots.  For the NHL's opening weekend in
     Japan, Coca-Cola, IBM and Nike are sponsors and ESPN and
     ESPN2 will broadcast the games (AD AGE, 9/29 issue). 
          COOL STUFF: Jensen adds that the NHL will launch "NHL
     Cool Shots," a weekly, half-hour sports lifestyle show,
     "akin to NBC's 'NBA Inside Stuff,' aimed at the 12-24
     demographic" (AD AGE, 9/29).  "NHL Cool Shots" debuts today
     on Fox Sports Net and RSNs in the U.S. and will be seen on
     TSN in Canada during the first week of the season.  The NHL
     Productions show will be presented by PowerAde (NHL).