Kukla's Korner Hockey
by Paul on 06/05/06 at 10:29 AM ET
In addition to standard hockey signage on dasherboards and in concourses, branding can also be placed on team benches, in penalty boxes, wrapped around a Zamboni and in the ice. Additionally, advertisers can customize their campaigns with on-ice intermission events, interactive concourse displays, player appearances and co-branding using team logos. Promotions can include events like youth hockey players appearing at halftime in branded jerseys. Advertising messages are often placed in areas of the arena, like the team bench and penalty box, that are picked up in television coverage. “We have an advertising space behind each player bench,” says Minnesota director of corporate sales Mike Snee. “Frequently during the game they’ll show a closeup of a player or coach there.” Creative for areas that will be scanned by TV cameras is often the sponsor’s logo in a repeating pattern, Snee says. “It’s most effective to have their logo so when they show a coach or player there’s at least one isolation of that logo behind them." Ad-wrapped resurfacing machines are a popular sponsorship option, says Chris Hibbs, senior vice president of Sunrise Sports & Entertainment. “There’s usually a promotional tie-in, like giving away rides on the Zamboni.” Creative can tie into the hockey theme. For example, Toyota wrapped a Zamboni to make it look like one of its trucks.read on
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Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.
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