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Volume 25 No. 212

Marketing and Sponsorship

Nike on Thanksgiving premiered a new spot featuring Celtics G Kyrie Irving, and the ad featured him "playing one-on-one with his 52-year-old father, Drederick, and Kyrie narrating how important his father has been to his success," according to Gary Washburn of the BOSTON GLOBE. The spot was filmed at TD Garden, and Irving said, “For Nike to afford us the opportunity to capture our relationship in a minute video was pretty awesome. The message was pretty clear that any figure, but for me, male figure in my life has been a huge part of it and the importance of me growing as a man.” Washburn noted Irving’s mother "died when he was 4 and Drederick raised Kyrie and his older sister, Asia." When asked how many takes it required to score on his father, Irving said, “It didn’t take long" (BOSTON GLOBE, 11/25).

Laine on Saturday became the first NHL player to score five goals in a game since '11

Jets RW Patrik Laine's five-goal game on Saturday against the Blues was "life-changing for one lucky fan in Manitoba," who won a $1M promotion offered by Canadian supermarket chain Sobeys/Safeway, according to Pete Blackburn of In the "Score & Win" promotion involving the Canucks, Flames, Oilers and Jets, the grocery chain offered the prize to a selected fan if a player from a specific team "scores five goals in a contest." The fan, Christopher Haley, will get the money "over the course of 20 years," receiving $50,000 annually. Laine is the first player to score five goals in a game since '11, so the "odds of having one guy from a specific team do it on a selected night ... are extremely unlikely" (, 11/24). Laine after the game said that he was aware of the promo and that he "was just glad to 'hopefully' make someone happy" (, 11/24).'s James O'Brien noted this is not the first time the Score & Win promo "yielded that big win," as a fan won $100,000 in October '17 when Sharks C Logan Couture "generated a hat trick" (, 11/25).