Kukla's Korner Hockey
by Paul on 01/16/06 at 01:34 PM ET
NBC debuted its NHL coverage last weekend with league corporate sponsors Anheuser-Busch, Coke, Dodge, MasterCard, Reebok and Sprint/Nextel buying ad time. Joining them on the broadcasts are EarthLink, Expedia, Nestle and former league corporate sponsor Quiznos. NBC and the league jointly sell the ad time, but rates for the 30-second spots were not disclosed. “We’ve got good support from our sponsors in terms of our TV rights holders, but the late settlement of the CBA and the fact we have no All-Star Game to activate against means we’re going to have to be patient as we build new business,” said Andrew Judelson, recently promoted to NHL group senior vice president of corporate marketing. As for new business, Judelson identified financial services, men’s personal care, pharmaceutical, office supply, overnight delivery and photo/photo imaging as categories the league is pursuing. He also is targeting a consumer electronics brand to pair with its Best Buy deal and a quick-service restaurant partner in the United States.
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