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Sponsors have a lot riding on NHL season

Sponsors have a lot riding on NHL season

By Ian Thomas, Staff Writer

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ADAM DETTMAN
Photo by: GETTY IMAGES
Adam Dettman
Director, sports and entertainment marketing, MillerCoors

Dettman oversees one of the NHL’s biggest corporate sponsorships — the seven-year, $400 million deal the NHL signed with MillerCoors and Molson Coors in 2011, which is set to expire at the end of this season. While the sports advertising landscape has changed drastically since that deal was struck, last year’s acquisition of MillerCoors by Molson Coors — chaired by Montreal Canadiens owner Geoff Molson — brings hope of a renewal.


Tom Manchester
Vice president of field marketing,
Dunkin’ Donuts

Manchester is the point person for Dunkin’ Donuts’ quickly expanding hockey sponsorship portfolio. Last December, it signed a U.S.-specific deal with the NHL, its first national sports league partnership, adding to relationships with USA Hockey, the NWHL and 16 U.S. NHL teams, and a multimillion-dollar deal with NBC Sports. Expect the same sort of aggressive approach to ad spending and activation that Dunkin’ brings to its NFL assets, which would help make hockey and its players more accessible.

Dan Near
Head of Adidas Hockey, Adidas Group North America

A former NHL consumer products licensing executive, Near was tabbed by Adidas last year to head its hockey efforts. This season marks the beginning of the sportswear company’s seven-year partnership to produce the league’s on-ice jerseys and supply licensed apparel and headwear, replacing sister company Reebok.

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