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Volume 26 No. 207
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Enterprise, New Amsterdam Ready To Activate At NHL All-Star Weekend

NHL league sponsors Enterprise and New Amsterdam Vodka will have some of the biggest footprints at All-Star Weekend in St. Louis. As part of its on-site activations, the St. Louis-based car rental company, whose name is attached to the Blues' arena, will donate $10,000 to the charity of a player’s choice for the first hat trick scored in each of the three games during the All-Star Game, along with the 20-minute three-on-three women’s game Friday night. “The broadest takeaway from a consumer standpoint (this weekend) is the Hat Trick Challenge extension component,” said Enterprise Assistant VP/Marketing Kyle Sanborn. Last year, the brand started its regular season charitable program in which it donates $1,000 for each hat trick scored (over $130,000 to date). Among their other activations, Enterprise -- which also is sponsoring the Hardest Shot during the Skills Competition as well as the Friday night concert -- will have a branded presence at the Fan Fair Theater at St. Louis Union Station.

DRINK UP: Friday night’s All-Star Skills Competition will be the first year that New Amsterdam Vodka is the presenting sponsor. The new piece of the brand’s relationship with the league stems from E. & J. Gallo Winery Dir of Spirits Marketing Michael Sachs and his brand team recognizing the opportunity at last year’s All-Star festivities in San Jose. With there being a sponsorship opening, Sachs and his team jumped at the opportunity. “Their fan base is a wonderful fan base to share and plug into,” said Sachs of the NHL. “They’re very engaged and passionate. That type of consumer is the same for our brand.” During the Skills Competition, New Amsterdam will have center-ice branding and a wrapped Zamboni, Sachs said. Additionally, on the arena’s jumbotron, there will be an airing of a New Amsterdam hockey commercial featuring former NHLers Ryan Whitney and Paul Bissonnette, who co-host Barstool Sports' NHL podcast. An existing bar within the Enterprise Center will highlight New Amsterdam’s 80-proof vodka and Pink Whitney drink, which is in collaboration with Barstool and Whitney. New Amsterdam also will sponsor the NHL Saturday Night Party and have a branded presence at Fan Fair.