November 23, 2010: Canon U.S.A. is focusing its marketing efforts on New York, signing a new year-long sponsorship with Madison Square Garden and extending its sponsorship with the NHL's New York Islanders for an additional two years.
Financial terms of the deals were not disclosed. The deals come at a time when Canon will be absent from one of the top events in sports, also based in New York. In 2011, for the first time in more than three decades, Canon will not be a marketing partner of the U.S. Open, with the U.S. Tennis Assn. having signed a deal with Xerox for category exclusivity.
Canon has had a business partnership for nearly two decades with MSG, which is home to the NBA's Knicks, WNBA's Liberty and NHL's Rangers. Madison Square Garden is currently undergoing a three-year renovation, estimated to cost upward of $850 million, to upgrade all aspects of the 40-plus year old venue.
Under the terms of the new agreement, the Canon logo will be displayed on a pair of dasherboards during all Rangers regular season and playoff home games. Canon will also present a 30-second feature, “A Moment in Rangers History,” on the center-hung scoreboard during 21 regular season home games.
“In today’s competitive business landscape, it is critical to have strategic sponsorships and alliances where our company’s brand is highly visible to key market segments,” Bunji Yano, senior director and general manager, Corporate Communications, Canon U.S.A., said in a statement. “Over the years, Canon has enjoyed wonderful relationships with MSG and we feel it has helped heighten the value and visibility of the Canon brand.”
As part of the new, two-year agreement with the Islanders, the Canon brand will be prominently displayed at the Nassau Veterans Memorial Coliseum via an in-ice logo near center ice and exclusive logo placement behind both the home and visitor benches. The Canon brand will also be promoted through the team’s “Fan Cam” and Fan Photo Program during all regular season home games.
“As a [Lake Success] Long Island based company, we are proud to extend our relationship with the New York Islanders and continue building strong roots in the Long Island community,” said Yano.
"It is critical to have strategic sponsorships and alliances where our company’s brand is highly visible to key market segments."
According to Justin Johnson, Islanderssvp-corporate partnerships, “Having a business partner like Canon is immeasurable in the sports world. A partnership between two powerful organizations like the Islanders and Canon strengthens both brands immensely and we’re thrilled to continue this great, long-running deal.”
Greg Elliott, svp-marketing partnerships, MSG Sports, expressed similar feelings regarding Canon. “As the Rangers mark their 85th anniversary season, we are proud to also celebrate the extension of our partnership with Canon, one of the team’s longest standing partners. We look forward to showcasing Canon’s broad array of industry leading products to our loyal and passionate Rangers fans.”