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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Most-Watched Winter Olympics in U.S. TV History
1. Lillehammer, 1994* 204 million
2. Vancouver, 2010 190 million
3. Salt Lake City, 2002 187 million
T4. Torino, 2006 184 million
T4. Albertville, 1992 184 million
T4. Nagano, 1998 184 million
* Nancy Kerrigan/Tonya Harding incident

Source NBC Sports

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State Farm: Getting Older Winter Games Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Tuesday
Jun092015

With New, Returning Partners, NHL Sponsor Revenue In '14-15 Skates To Record $447M

By Barry Janoff

June 9, 2015: The NHL, in the midst of a Stanley Cup Finals that is drawing strong ratings on NBC, has a major reason to celebrate the 2014-15 season: Sponsorship spending on the NHL and the league’s 30 clubs is on a record pace and is expected to total $447 million.

That figure is up $60 million (9.2%) from the previous year and nearly $100 million more than the $356 million total in 2011, according to the IEG Sponsorship Report from marketing, research and consulting firm IEG, Chicago.

The rise exceeded IEG’s projected 4% increase in overall sponsorship spending and 4.4% increase in overall sports spending.

The most active among sponsors was Reebok (100% sponsorship), which is an official league partner and has deals with every NHL team.

Reebok is followed by Enterprise (80%), Geico (70%), TicketMister (60%), Toyota (53%), Coca-Cola (50%), PepsiCo (50%), MillerCoors (43%) and Tim Hortons (40%), according to IEG.

Even with this rise, the NHL has a way to go versus other major sports in North America. The NFL's sponsorship revenue in 2014 was $1.5 billion, MLB sponsorship revenue in 2014 was $695 million and NBA sponsorship revenue in 2013-14 was $679 million, according to IEG.

Worldwide sponsorship revenue on motorsports topped $5.3 billion this year, golf hit $1.65 billion in 2014 and tennis was at $739 million. per IEG.

None the less, the NHL has reason to celebrate.

“Without a doubt, the 2014-2015 season represents a banner year for the NHL in terms of sponsorship revenue,” William Chipps, senior editor for the IEG Sponsorship Report, said in a statement.

New league sponsors this past season included Constellation, DraftKings, GoPro, Kellogg’s, Samsung, SAP and Procter & Gamble (in Canada, for brands including Crest and Oral-B).

Discover, a league partner since 2010, recently extended its official alliance with the NHL through 2019.

In individual categories, quick-service restaurants replaced automakers as the most active category sponsoring the NHL and its teams in the 2014-2015 season, with QSRs 5.4 times more likely to activate with the NHL than the average of all sponsors, according to IEG.

Auto was second (4.6), followed by the insurance category (4.1), beer (3.4), hospitals (3.3), food (3.1), banks 93.0), sports apparel and equipment (2.8), non-alcoholic beverages (2.5) and telecom (2.1).

Game 1 of the 2015 Stanley Cup Finals on NBC averaged 5.5 million viewers, off 2% from Game 1 of the 2014 Cup. The second game averaged 6.6 million, the most-watched Stanley Cup Game 2 since 1994, according to NBC Sports.

Game 3 averaged 3.9 million viewers, up 35% from Game 3 in 2014 (Los Angeles Kings-New York Rangers).

In a separate report, the Chicago Blackhawks, currently playing the Tampa Bay Lightning in the NHL Finals for an opportunity to win their third Stanley Cup since 2009-10, were ranked as the team with the most loyal fans for the second consecutive season.

Concurrently, the Lightning moved up from No. 26 last year to No. 8 this year, according to the Sports Fan Loyalty Index: NHL from research and consultancy firm Brand Keys, New York. The report helps to provide brands with an insight as to which fans, teams and cities might best respond to marketing efforts, according to Brand Keys.

The Top Five also included (in order) the New York Rangers and Montreal Canadiens (tied for No. 2), St. Louis Blues, Boston Bruins and Pittsburgh Penguins.

The Bottom Five were the Colorado Avalanche, Florida Panthers, Winnipeg Jets and Columbus Blue Jackets and Phoenix Coyotes (tied for last), per IEG.  

Of the four Major League sports that Brand Keys tracks in its Sports Fan Loyalty Index, the NFL is first followed by MLB, the NBA and the NHL.

“Without a doubt, the 2014-2015 season represents a banner year for the NHL in terms of sponsorship revenue."

Fan loyalty "represents the ultimate trophy a sports marketer can win,” Robert Passikoff, Brand Keys founder and president, said in a statement.

NHL North American corporate marketing partners include Advil, Bridgestone, Coors Light, EA Sports, Enterprise, Gatorade, Honda, Panini, PepsiCo and Reebok.

NHL partners in the U.S. include AMP Energy, Discover, Geico and McDonald's.

NHL partners in Canada include Canadian Tire, Diageo, Hershey's, L'Oreal Men, Mondelez, P&G, ScotiaBank, Tim Hortons, Rogers and Visa.

Discover's Extended NHL Deal Was In The Cards

Samsung Eyes Tech-Savvy Fans, Consumers With NHL Pact

NHL, P&G Build Multi-Brand Alliance In Canada

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