THE NATIONAL HOCKEY LEAGUE: has cancelled its 2004-5 season after a 153-day player lockout. Because a new collective bargaining agreement had not been reached, NHL Commissioner Gary Bettman said yesterday it no longer is practical to conduct an abbreviated 2004-05 season. Nextel, Best Buy, Coca-Cola, Bud Light and MasterCard, have said in published reports that they have shifted their NHL sponsorship monies to other properties.
ALLOY MEDIA + MARKETING: has reached a strategic partnership with Sulake Corp., to launch a fully integrated marketing campaign designed to increase brand recognition among teens for Habbo Hotel, Sulake’s flagship product.
MICROSOFT’S XBOX: has renewed a sponsorship agreement with the AVP Pro Beach Volleyball Tour’s Nissan Series through 2008. Xbox will offer on-site beach volleyball fans on-premise interactive areas, center court promotions and autograph signings with AVP players. Xbox will be the official video game system of the tour.
GILLETTE: will again leverage NASCAR drivers “The Gillette Young Guns” with a sweepstakes, consumer promotions and retail events throughout the 205 NASCAR Nextel Cup season. The activities encompass multiple Gillette brands, including the M3Power and Mach3Turbo Champion shaving systems. The Young Guns are: Kurt Busch, Dale Earnhardt, Jr., Kevin Harvick, Jimmie Johnson, Matt Keneth and Ryan Newman. Prizes range from $1,000 to $1 million.
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