PRESS RELEASE FROM MARKETWIRE
BMO Becomes The Official Bank Of The Canadian Hockey League
– BMO and CHL Announce Four-Year Expanded Sponsorship Agreement, Builds on 10 Year Partnership – Partnership Includes Special Events Around Marquee CHL Events – Will Deepen Community Relationships in 46 Cities and Towns Across Canada
Monday, October 17, 2011
TORONTO, ONTARIO–(Marketwire – Oct. 17, 2011) – BMO Financial Group and the Canadian Hockey League today announced BMO as the Official Bank of the Canadian Hockey League. The new four-year agreement also designates BMO as the Official Bank of each of the CHL’s member hockey leagues: the Ontario Hockey League, the Western Hockey League, and the Quebec Major Junior Hockey League.
“Supporting the CHL is an important part of our commitment to investing in communities across Canada,” said Frank Techar, President and CEO, Personal and Commercial Banking Canada, BMO Bank of Montreal. “Our customers are passionate about hockey and so are we. The Canadian Hockey League is the world’s best junior hockey program and we are proud to be associated with the CHL’s strong commitment not only to player development, but to producing complete and mature individuals through post-secondary scholarships and bursaries.
With our partnership, fans at 46 arenas across Canada will see the BMO logo in the ice — reaching an even larger fan base through the CHL’s huge television audience. Fans can support their favourite MasterCard Memorial Cup-chasing team through their BMO CHL Affinity MasterCard.”
The new agreement builds on a partnership between BMO and the CHL that has existed for more than 10 years and includes the creation of special events around the league’s national marquee events – the MasterCard Memorial Cup, the Subway Super Series and the Home Hardware CHL/NHL Top Prospects Game. Under the sponsorship agreement, BMO will also incorporate the BMO Power of Blue program – which provides special perks to BMO customers – in 46 arenas across Canada that are home to CHL’s member teams.
“Growing relationships and being active in communities across the country is something that is very important to the Canadian Hockey League and our member teams,” said CHL President David Branch. “We are thrilled to have had BMO’s support for the past 10 years and look forward to expanding our partnership so that we can continue to achieve these mutual goals for the benefit of our fans, players, and the game.”
The enhanced relationship confirms the two organizations’ shared passion for sport at the developmental level, and underscores BMO’s longstanding commitment to supporting athletics and sport in Canada. BMO is also title sponsor of the BMO CHL Rookie of the Year Award, presented each year at the MasterCard Memorial Cup to an outstanding rookie from that season who demonstrates achievement, sportsmanship and dedication to sport.
The official announcement was webcast live and can be viewed at www.chl.ca and across the CHL Network.
About the Canadian Hockey League
The Canadian Hockey League is the world’s largest development hockey league with 51 Canadian and eight American teams participating in the Ontario Hockey League, Quebec Major Junior Hockey League and Western Hockey League. CHL players graduate from high school at a rate higher than the Canadian national average. Last season, more than nine million fans attended CHL games in the regular season, playoffs and at the MasterCard Memorial Cup. The CHL supplies more players to the National Hockey League than any other league. Last season 636 graduates attended North American post-secondary institutions on scholarships from CHL teams.
About BMO Financial Group
For more than 193 years, BMO Financial Group has believed in community reinvestment and corporate and social responsibility in the communities it serves. In 2010, BMO contributed more than $54 million in donations, sponsorships and events in Canada and the United States to groups, organizations and programs that help build and sustain resilient, vital and healthy communities.
Marketing/Sponsorship: Toyota Canada has signed a sponsorship agreement with the Winnipeg Jets hockey team. The agreement includes an in-ice logo, branding on rink boards and behind the visitors’ bench, as well as a 30-second ad on the arena scoreboard. Toyota will use the exposure primarily to promote the 2012 Camry, for which the company will also run a 30-second television commercial during the CBC national broadcast of the team’s season opener this weekend. “The debut night of the Jets is very special not just for Winnipeg but for all of Canada because NHL hockey, which is loved so passionately in this country, is returning to a major Canadian city where it belongs,” said Stephen Beatty, managing director at Toyota Canada. — AdNews
Breaking News – AdNews- Ontario Superior Court dismisses Labatt NHL sponsorship suit — The Ontario Superior Court of Justice has dismissed the suit brought by Labatt Breweries of Canada against the National Hockey League and MolsonCoors regarding NHL sponsorship rights. In February of this year, the NHL signed a seven-year agreement with MolsonCoors in Canada and MillerCoors in the US making Molson Canadian the exclusive beer sponsor of the league beginning with the 2011-12 season. According to Labatt, this agreement conflicted with its own negotiations to renew its sponsorship of the league. In June the Ontario Superior Court upheld the Labatt lawsuit, but this ruling was struck down by the Ontario Court of Appeal in July. At that time, Labatt sought to have the case reheard by the Superior Court. “While we are surprised and disappointed by this outcome, Budweiser remains the favourite beer of hockey fans across Canada,” said Charlie Angelakos, vice-president of corporate affairs at Labatt. “Budweiser is excited and privileged to continue to bring our enthusiasm for the greatest game in the world to Canadians from coast-to-coast. We just launched today our unique and exciting new Budweiser First Beeriod advertising campaign and we will reinforce our relationship with hockey through programs we’ve developed at both the grass roots and professional team levels in Canada during the 2011-2012 season.” Justice Geoffrey Morawetz said that the reasons for the dismissal will be released at a later date. Labatt said it would review its legal options at that time.
Procter & Gamble Inc. has been active in the global sponsorship world this past year. Sponsorships ranging from the NFL, International Olympic Committee (IOC) and Hockey Canada have now been fully integrated into the World’s Leading Packaged Goods firm’s marketing strategies. Some recent examples of P&G’s 2010 Season NFL activations:
1. Febreze Game Day Freshness Tour – Febreze has kicked off its Game Day Freshness Tour with the help of the National Football League. Febreze will be engaging with NFL Fans to share their favorite game-day traditions, home freshening tips and recipes. The tour is schedule to appear at NFL stadiums, local events and Super Bowl XLV. Fans and Moms can visit a local Febreze Game Day Freshness Tour stop to get “a play for every occasion,” and experience a variety of Febreze products. The sponsorship has also gone social. Visit Facebook.com/Febreze and they have the support the First Lady of Football” Olivia Manning.
“Our research shows that moms who are passionate about the NFL have a connection to the sport through loyalty to their local teams, and value the legacy of the NFL game watching experience at home with friends and family,” said Scott Beal, Febreze brand manager. “Based on this insight, Febreze is setting out to engage female football enthusiasts and help them make game day special all season long.”
The Miami Heat should win both on and off the court with LeBron James signing (not too mention Bosh and Wade for bench strength). First reported by Barry Jackson of the Miami Herald, the Miami Heat should reap windfall by landing LeBron James. For the complete article go to: LeBron James Miami Herald. For additional perspectives describing how superstar player signings can impact revenue think about Wayne Gretzky‘s trade to the Los Angeles Kings and David Beckham’s signing with the Los Angeles Galaxy.
7 reasons why I like this signing for the Miami Heat:
Could Olympic sponsorship deals get murky as Gulf Oil spill leaks into the world of Olympic sponsorship?
BP, a USOC sponsor and London 2012 Official Partner finds itself in yet another oil slick. First reported by John Powers, Boston.com, “the oil gushing from BP’s busted rig also has put a slick on the Olympic rings, since the company is sponsoring both the 2012 Games in London and the US Olympic Committee. Tying itself to the Olympic brand and its green values seemed to be savvy marketing but the ongoing environmental catastrophe is proving awkwardly sticky for all concerned.”
Forbes reports an aggressive sponsorship move by AB. In today’s uncertain economic times, this move makes sense considering AB has pouring rights with 28 teams. Now they can OWN NFL, reduce local ambush marketing, build holistic – 360º marketing activation plans, connect emotionally with fans locally, and create the foundation for a sponsorship measurement model where payout can be tracked – this will be the litmus test if this was a good investment.