Kukla's Korner Hockey
by Paul on 06/12/06 at 11:27 AM ET
Neither the Hurricanes nor the Oilers has a playoff presenting sponsor, but the Hurricanes have taken a different approach to their Stanley Cup sales strategy. The Oilers locked up playoff components as part of their regular-season deals, but the Hurricanes made playoff participation optional with an eye on driving additional revenue. As a result, the team is able to resell limited sponsorship inventory through the playoffs and around the Stanley Cup. “Most of our existing sponsors had the option to renew for the playoffs and finals and did so, but some did not, and it gave us some high-profile inventory,” said Michael Hurley, director of corporate sales for the Hurricanes, who refused to disclose the price increase for playoff sponsorship deals. For example, Rex Healthcare opted out of their on-ice placement but kept their dasherboard deals. The team then sold the on-ice Rex spot to Ford. NHL Stanley Cup Finals * Home team gives to the league up to 50 percent of a regular-season sellout gate for each home game, depending on market size of teams. This year, the Hurricanes and Oilers will contribute between 30 percent and 40 percent. * Each team pays up to $250,000 to the league for expenses and player awards. The league reimburses teams for any suites used. * The league takes between four and 12 of the 40 dasherboards and two of the team’s on-ice placements. * No local broadcasts, with OLN broadcasting Game 1 and Game 2 and NBC broadcasting the remaining games.
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