NHL Sponsors Amp Up Activities for Winter Classic

The NHL has a roster of sponsors pushing various activations around its outdoor Winter Classic contest, which kicks off a limited slate of regular season games to be broadcast on NBC.

The title sponsor for the New Year’s Day clash in Buffalo between the Buffalo Sabres and the Pittsburgh Penguins is Pepsi’s Amp Energy brand, as reported in the January issue of Promo. Supporting sponsors Verizon Wireless, Dodge, Bud Light and Dick’s Sporting Goods are joining Amp in juicing fan interest for the game, according to a report in this week’s SportsBusiness Journal.

Amp will be sampling to fans at the game. Its logo will appear during one sponsored power play during each period. Amp is also presenting sponsor of 30-minute preview and pre-game shows on NHL.com.

Verizon Wireless has been running a sweepstakes and has also staged player appearances to drive traffic to its retail locations. On site, Verizon will have a mini-rink enabling fans to digitally put themselves into NHL highlights and send the clip to their cell phones.

Dodge is distributing tickets for the game to local dealerships and is expected to have vehicles on display at the game.

Bud Light plans mobile marketing activities on site, and will have souvenir beer cups at concession stands.

Amp, Verizon Wireless, Dodge and Bud Light also will have ad spots running during the NBC telecast.

Dick’s Sporting Goods’ stores in the Buffalo and Pittsburgh areas are selling Reebok Winter Classic apparel.