Sportsnet’s multi-platform media brand has a unique integrated partnership agreement with Coors Light as exclusive presenting sponsor of its Hockey Central Trade Deadline coverage.
The deal presents a customized integrated business solution for Coors Light across all five Sportsnet platforms: TV, radio, digital, mobile and print, making it one of the first five-platform sponsorship agreements for a single brand in Canada.
The partnership includes visual integration into the Hockey Central Trade Deadline main logo and branding on the main studio set, TV billboards and lower thirds, as well as sponsored digital, mobile and radio assets, including all trade updates and the digital "Trade Tracker". Coors Light will also be featured in the Feb. 27 issue of Sportsnet magazine, out now.
“Trade Deadline is a marquee event for Canadian hockey fans, and it was essential we partner with a premium brand that could join us across all consumer touch points,” said Dale Hooper, Senior Vice-President, Sales & Marketing, Rogers Media. “We are thrilled to partner with Coors Light in this groundbreaking promotion and to continue to fuel the passion of Canadian sports fans with the best hockey content in the country.”
The ability to deliver the latest hockey news to rapt and attentive fans in real-time with consistent brand messages across Sportsnet’s social media feeds was also an important attractor for Coors.
Sportsnet’s ‘anywhere, anyhow’ media coverage is already underway, and continuing through the NHL Trade Deadline Day on Monday, Feb. 27th.
Noting Coors as a proud sponsor of the NHL, Deborah Komlodi, Head of Media, Molson Coors Canada, said “We are thrilled to be leveraging all of the ice cold excitement of Trade Deadline via these superior media environments. Congratulations to our valued partners at MEC and Rogers for crafting this powerful package.”
“This was an amazing opportunity for Coors Light to continue to build their equity in hockey,” said Claus Burmeister, Communications Strategy Director, MEC. “It’s no secret that NHL Trade Deadline Day is circled on every hockey fans’ calendar and that the excitement on the actual day of the event is simply indescribable.”
Other supporting sponsors for Sportsnet’s HOCKEY CENTRAL Trade Deadline coverage include Boston Pizza, Hampton Inn and Tim Hortons.