Special to NYSportsJournalism.com
September 30, 2013: Signing contracts can often be a pain in the neck and/or butt.
The NHL has signed a deal intended to relieve pain.
On the eve of the 2013-14 season, the NHL said it has inked an agreement with over-the-counter pain reliever Advil to become an official partner of the league, its trainers and its jewel events.
Under terms of the pact, Advil becomes an official partner and the official pain reliever of the NHL and the 30 NHL athletic trainers in North America for the 2013-14 season. The Pfizer Consumer Healthcare brand also becomes the official Pain Reliever of the 2014 Bridgestone NHL Winter Classic and the 2014 Coors Light NHL Stadium Series.
The alliance will also support the launch of Advil's fast-acting line, according to the brand.
Financial terms of the deal were not revealed. Advil did not indicate whether or not NHL players and/or trainers would be used in marketing efforts.
Marketing partners for the 2013-14 NHL season also include Anco, Bell, Bridgestone, Canadian Tire, Compuware, Diageo, Discover, Enterprise Rent-A-Car, Geico, Hershey's, Honda, Kimberly-Clark, Kraft, Mondelez, Las Vegas Convention & Visitors Authority, McDonald’s, MillerCoors, Molson Coors Canada, Pepsi, Reebok, Scotiabank, SiriusXM, Ticketmaster, Tim Hortons, Verizon, Visa and York.
The support the alliance, Advil will receive "significant media exposure, including prominent in-ice brand position, camera-visible dasherboards and placement at accompanying fan festivals of league tent-pole events." In addition, Advil will work with "all NHL-controlled media properties," such as NHL.com, NHL Network, NHL Social and NBC Sports Group, the NHL's U.S. national broadcast partner.
"Advil is built to be as fast as it is tough. We see the players and the League as embodying the fast-acting Advil promise of fast recovery from tough pain."
“The Advil brand has joined the NHL family at a very exciting time,” Dave Lehanski, svp-integrated sales for the NHL, said in a statement. “With the most ambitious series of big events in league history planned for this season – six outdoor games over 61 days – we are delivering unprecedented fan engagement while offering our partners more opportunities to activate than ever before.”
According to Brian Groves, U.S. CMO for Pfizer Consumer Healthcare, "The NHL deal provides a terrific platform for driving the launch of our new, fast-acting Advil line. Advil is built to be as fast as it is tough. We see the players and the League as embodying the fast-acting Advil promise of fast recovery from tough pain."
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