FedEx will announce today a two-year deal making it the
"Official Express Delivery Service" of the NHL, according to
Jonathan Weinbach of the WALL STREET JOURNAL. FedEx did not
disclose terms, but "similar sponsorships have cost about"
$2.5M a year. Weinbach reports that the pact "extends
FedEx's strategy of entering into lower-cost sponsorships in
which it stands out as a major promoter." FedEx will debut
a 30-second NHL spot featuring four Red Wings players during
Fox's Super Bowl broadcast (WALL STREET JOURNAL, 1/22).
CAMERA-VISIBLE SIGNAGE: THE DAILY lists camera-visible
dasherboard sponsors for the All-Star Weekend at the Ice
Palace: Bud Light, Pro Player, Sony, Quaker State, Nike,
Wendy's, Dodge, Yahoo!, MasterCard, Surge, Air Canada, IBM,
Lotus, PrimeStar, Breathe Right, MBNA, PowerAde and Genesis
Direct. The two camera visible corners are reserved for the
NHL. EA Sports and Lee Sport have dasherboard signage, but
won't have camera visibility. A-B and Nortel have in-ice
signage (THE DAILY). Per its new NHL deal, FedEx will also
have camera-visible signage (WALL STREET JOURNAL, 1/22).
CALLING ALL-STARS: The NHL's All-Star Weekend in Tampa
is the focus of a 12-page USA TODAY supplement, supported by
league sponsors Nortel Networks, FedEx, the New Dodge, Nike
and IBM (USA TODAY, 1/22)....The Stanley Cup is on display
through Sunday at NHL FANtasy at the Tampa Convention Center
(ST. PETE TIMES, 1/18)....The Backstreet Boys will sing the
U.S. national anthem at Sunday's All-Star Game (NHL).
