By Barry Janoff
July 1, 2013: Hockey players cannot survive in the National Hockey League unless they are good on blades.
Now, the league has taken that to another level, signing a deal with Anco Wipers to become the official wiper blade of the NHL.
Financial terms of the deal, being called the first of its kind in the wiper category, were not disclosed.
The Southfield, Michigan-based division of Federal-Mogul will tout its NHL alliance in a multi-level marketing campaign that promotes the company's tagline, “the clearest choice in wiper blades,” via "an array of NHL broadcast, online and social media advertising and other promotional activities." According to Anco, targeted national and local offers will be "designed to help consumers enhance their driving safety by replacing their worn wipers with industry-leading Anco products."
Anco did not reveal whether any NHL players would be part of marketing.
"The NHL’s geographic footprint and schedule help us to connect with millions of wiper consumers in the right locations during the prime wiper-selling seasons."
“This partnership is the first of its kind within the wiper category and an ideal fit for the Anco brand,” Michael Proud, director of marketing, North America, for Federal-Mogul, said in a statement. “The NHL’s geographic footprint and schedule help us to connect with millions of wiper consumers in the right locations during the prime wiper-selling seasons. ANCO will feature carefully-targeted programs and merchandising tools aimed at driving consumers to the brand.”
According to Mike Callanan, senior director of integrated sales for the NHL, “The NHL season aligns perfectly with the key selling periods for Anco, and retail activations around our big event platforms will mobilize our fans and ANCO consumers alike. This coupled with support of our broadcast partners and NHL-controlled media assets will provide a deeper engagement with the NHL’s highly-desirable fan demographic.”
ANCO said that its products are available through thousands of leading automotive parts providers for "virtually any popular passenger vehicle."
“Fans have just finished watching a thrilling Stanley Cup Final, which was the most-watched on record, and are already looking forward to the next season,” Proud said. “The NHL is hotter than ever and is extending its
reach through national, online, social and local media. This partnership couldn’t happen at a better time for the sport and Anco.”
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