Kukla's Korner Hockey
by Paul on 01/30/06 at 11:44 AM ET
The NHL believes it will have a larger turnout from corporate sponsors and business partners by moving its All-Star Game to midweek (Jan. 24, 2007). “We believe that for business partners, it’s a much better proposition [to hold events during the week],” said Ken Yaffe, the league’s senior vice president of business affairs. “There’s such demand between trade shows, Super Bowl, NBA All-Star Game that time of year.” “We thought it would showcase the game better,” said Mark Fein, OLN senior vice president of programming, who noted that the league came to OLN with the idea, but that OLN’s internal ratings analysis determined that a weeknight was probably the best time slot. “This isn’t going to hurt us in any way and maybe it will help bring focus and attention on the game itself.” Sponsorship experts are not quite sure if the move will have the desired effect. “We represent over 90 brands, and I’ve never heard weekend versus weekday being an issue,” said Ray Clark, CEO of The Marketing Arm, which is based in Dallas. “I would cater to the fans first, the corporate audience second, because fan interest is what drives the corporate interest.”
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