FEDEX MAKES NHL DEAL OFFICIAL: STRONG EARLY WORD ON NEW AD

          FedEx formally announced a multi-year sponsorship deal
     with the NHL, NHLPA and USA Hockey making it the "Official
     Express Delivery Service of the NHL and the NHLPA."
     Beginning this season, FedEx receives the rights to all
     marks, logos and group player rights of the NHL and NHLPA
     (FedEx).  BRANDWEEK's Terry Lefton previews FedEx's NHL-
     themed ad which will debut during Fox's Super Bowl
     broadcast.  The ad required the "most money ever put behind"
     an NHL creative and "depicts what happens when FedEx isn't
     used."  In the spot, the Stanley Cup is delivered to a
     Central American farmer, while the Red Wings "have to skate
     their victory lap with fertilizer intended for the farmer,"
     whose name is Jose Luis Arena, a "Spanish variation" of the
     Red Wings home, the Joe Louis Arena.  In other NHL-backed
     creatives, a MasterCard "Priceless" spot featuring Sabres G
     Dominik Hasek debuted during Fox's broadcast of the NHL All-
     Star Game yesterday, and a Wendy's spot featuring Rangers G
     Mike Richter is "in the works" (BRANDWEEK, 1/25 issue).