McDonald’s has logged on to the National Hockey League’s U.S. sponsorship lineup as the league’s official quick service restaurant, a position it already held in Canada.
The new deal will span the remaining 18 months of the existing three-year sponsorship pact McDonald’s has in place north of the border. The first major point of activation will be during the upcoming annual outdoor Bridgestone NHL Winter Classic in Chicago’s Wrigley Field on New Year’s Day, where McDonald’s will give out $5 McCafe-themed Arch Cards to fans in a select seating section during NHL Winter Classic Live programming during one of the intermissions.
The NHL will donate $200, up to $10,000, for each goal scored by the Chicago Blackhawks and Detroit Red Wings during the contest to Ronald McDonald House Charities. Honda, the NHL’s official vehicle, will donate a 2009 Ho0nda Pilot to a Ronald McDonald House in the city of the winning team.
“Through this new relationship, we’re excited to bring fresh and unique extensions to hockey fans everywhere,” said John Lewicki, director of sports & alliances, McDonald’s USA.
McDonald’s charitable initiatives will continue to be a component of its NHL sponsorship plans. It will also have product integrations during the NHL’s major events through the current season and next year.
As part of the pact, McDonald’s also has purchased advertising on the NHL Network and NHL.com and league rights-holders NBC and Versus.
The fast food chain will be presenting sponsor of the shooting accuracy contest at the Honda Superskills Competition during this season’s NHL All-Star Game in Montreal.
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