NEW YORK—Saying the company is not optimistic that there will be players on the ice this year, National Hockey League sponsor NEXTEL Communications said it has begun re-allocating those sponsorship funds.
Speaking Tuesday at Sport Business Journal’s Sports Sponsorship Symposium, NEXTEL Communications Senior Director of sports and entertainment marketing Michael Robichaud said funds slated for its NHL backing have been transferred to its NASCAR interests. NEXTEL became the title sponsor of NASCAR’s championship series this year.
Robichaud said the labor dispute and lockout is an unfortunate situation, and added that NEXTEL wants to figure out a way, as a partner, to help fans of the sport get behind it upon its return to the ice.
Also speaking at the symposium, Sunoco, Inc. Director of brand management Jaine Lucas said her company had pulled the plug on NHL team sponsorships, but not because of the lockout. Lucas said the company had signage deals with 12 teams in cities that already had high brand awareness.
“I’d like to think I am a visionary, but that is not the case,” Lucas said.
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