Competitive Edge - Sports & Entertainment Marketing News

NHL Sponsors Activate Around Stanley Cup Playoffs

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More than two dozen NHL partners are activating playoff campaigns including Apple, Pepsi, Honda, Kellogg’s, Bud Light and MassMutual. Some are Canada only (Tim Horton’s, Nestle Canada and Budweiser) while others are launching efforts in both the U.S. and Canada, including Pepsi and Little Caesars pizza.

Click here to read the story from mediapost.com.

Discussion Questions:

  1. What is sponsorship?
  2. Why do you think brands sponsor sports leagues like the NHL?
  3. Pick one example of a brand activating their sponsorship around the NHL playoffs based on information from this story. Why do you think they chose to partner with the NHL?
  4. What is sponsorship activation?
  5. Pick one example of a brand activating their sponsorship around the NHL playoffs based on information from this story. What was the activation? What do you think they hope to accomplish with an activation surrounding the NHL playoffs?

Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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