The NHL and NHLPA "have renewed their Canadian sponsorship agreements with Visa for an additional five years," according to Ian Thomas of SPORTSBUSINESS JOURNAL. Visa this week plans to mark the renewal by launching a campaign that "features eight players participating in competitions that parody the league’s all-star skills contests." Video for the campaign "was shot during last month’s All-Star Weekend in Columbus." In the video spots, players such as Sharks D Brent Burns and Senators RW Bobby Ryan "compete in head-to-head events, racing to purchase a mini-stick and then having to score a number of goals on a mini-net." Other player pairings "compete to see who can get dressed the fastest, or who has better shot accuracy by trying to hit watermelons and other fruit to create a salad." The loser of each matchup "then had to film a follow-up spot, where that player was forced to suffer a certain consequence -- such as starring in an ad promoting the winner, or having to get a temporary pink-heart tattoo." The spots "will promote Visa’s payWave contactless payment product and will be promoted through Visa Canada’s digital and social media platforms as well as via the league’s digital assets." BBDO developed the campaign for Visa. NHL VP/Integrated Marketing Laurie Kepron said that Visa's renewed partnership with the league also calls for NHL.com "to feature a highlight video branded by Visa Canada that showcases the fastest actions on ice that week -- playing off the theme of the speed at which the payWave product works" (SPORTSBUSINESS JOURNAL, 2/9 issue).
