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Rebuilding Corporate Sponsorship

via Sports Business Journal (paid sub.),
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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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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