Game on! 2000: IBM Renews and Extends Partnership with NHL and Enters into Agreement with NHLPA
NEW YORK (November 01, 1999) – The National Hockey League, the National Hockey League Players’ Association (NHLPA) and IBM announced today an extension of an agreement, making IBM an “Official Sponsor of the NHL and NHLPA.” Under the terms of the agreement, IBM receives “Official Sponsor” status in the
Information Technology Hardware and Computer Software Products categories on a worldwide basis.
The expanded agreement includes the development of a laptop program designed to enable players to communicate among themselves and the NHLPA.
“We are thrilled to continue and expand our IBM partnership,” said Ed Horne, Group Vice President, Corporate Marketing, NHL Enterprises, L.P. “IBM is the world’s leading computer company. In light of recent research data, which shows that NHL fans have greater access to and are more PC proficient than other sports fans, the extension of the partnership is to our mutual benefit. IBM has been one of our strongest and most dedicated partners, committed to growing the game. And we are proud to have them on our team.”
“We are extremely excited about what this partnership represents,” said Ted Saskin, Senior Director, Business Affairs and Licensing, NHLPA. “In terms of sports marketing sponsorships, IBM, through our laptop program, represents a unique opportunity for players and partners to interact with one another.”
One of the ways that IBM plans to leverage its NHL association is through NHL Cool Shots, the League’s national weekly 30-minute lifestyle show, which airs on ESPN, ESPN2, CBC and CTVSN. IBM will receive one :30 spot, one billboard and an on-air slogan mention per episode. Additionally, NHL Cool Shots plans to broadcast six features during the season, which showcase IBM’s e-business technology and marketing programs.
As part of the terms of the multi-year deal, IBM retains its association as an official sponsor of the NHL All-Star Weekend, NHL FANtasy, NHL BREAKOUT and NHL.com. The agreement allows IBM the right to use NHL and collective team marks and Group Player Rights in conjunction with national and international consumer and trade promotions, premiums and advertising.
IBM is the world’s largest information technology company, with 80 years of leadership in helping businesses innovate. IBM is dedicated to helping customers, business partners and developers across a wide range of industries leverage the power of the Internet for e-business.
Source: IBM