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Corporate Sponsorship Sales Are Difficult

from Sports Business Journal (paid sub.),
When looking at all of the NHL’s businesses, the league’s corporate sponsorship sales will take the longest to recover from a full year without games. The league is not expected to open its season with any new corporate sponsors and it is looking at new ways to sell corporate affiliations. “Our conviction is that we’re going to grow, so we’re presenting new ways to make deals, with success-based fees,” said Andrew Judelson, NHL group vice president of corporate marketing. Those “success-based fees” include benchmarks that would let potential sponsors structure a deal with sliding fees based on meeting or exceeding certain measures that could include product sales, television ratings, attendance or traffic on NHL.com. “We’re telling people that hockey is coming back in a big way, and this is a way for us to put our money where our mouth is,” added Judelson. With some incumbent sponsors having marketing rights in Canada only, the league is trying to adopt a policy under which sponsors can buy only North American sponsorships. While the league is unlikely to open its season with any new partners, some current sponsors are activating with the “My NHL” advertising campaign that the league debuted last week, including Anheuser-Busch, Dodge and McDonald’s. The league must also rebuild its sponsorship staff, which shrank from more than 20 people to fewer than a handful during the lockout.

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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.

From breaking news to in-depth stories around the league, KK Hockey is updated with fresh stories all day long and will bring you the latest news as quickly as possible.

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