Subject:
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Re: National Hockey League and Lego Company announce multi-year global alliance
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Newsgroups:
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lugnet.general
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Date:
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Wed, 20 Nov 2002 03:24:37 GMT
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Viewed:
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1779 times
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In lugnet.announce, Glen Gower writes:
> The National Hockey League and the LEGO Company today announce a multi-year
> global merchandising and marketing alliance uniting one of the most popular
> international sports leagues and entertainment brands, particularly among
> young people, with one of the world's leading creative toy brands.
>
> The comprehensive agreement cuts across almost all areas of the NHL's
> business, from licensing to local and international marketing, fan development
> and the Internet. As a key component of the partnership, the LEGO Company will
> launch a line of NHL-themed products under its newly formed LEGO(R) Sports
> brand in Spring 2003, as well as utilize NHL league and team marks as part of
> a global marketing and media campaign to support the product launch.
>
> The LEGO Company will have a strong presence at the NHL All-Star Block
> Party in South Florida, an eight-acre, hockey and entertainment festival, and
> will receive premier attraction space for product displays and interactive
> fun, timed to coincide with NHL All-Star Weekend. Starting next fall, the LEGO
> Company also will support the NHL's Hockey Rules Ice and Inline Hockey Tour, a
> series of grassroots hockey tournaments in NHL cities across the United
> States.
>
> To help expand and leverage the global appeal of the NHL (more than one-
> third of the League's players hail from outside North America), the LEGO
> Company will support an NHL Mall Tour that will visit the Nordic region of
> Europe, April through - June 2003, and will be a supporting partner of The NHL
> Challenge, a series of exhibition games to be held in Europe next fall.
>
> Additionally, the LEGO Sports brand will have a major presence on
> NHL.com, the world's premier Internet hockey portal, where the LEGO "Creative
> Play of the Week" will be featured throughout the NHL season.
>
> "We are thrilled with the authenticity the NHL, recognized around the
> world as a leading sports and entertainment brand for children, will add to
> our forthcoming hockey-themed products in the LEGO Sports category," says
> Andrew Black, president, LEGO Americas. "Our combined efforts next year will
> have the LEGO and NHL brands top of mind with today's active children, and
> will take the overall sports toy category to new levels."
>
> NHL Commissioner Gary Bettman says, "This is a natural partnership
> between two premier international brands that have tremendous global reach and
> resonate with youngsters around the world. LEGO is a great addition to the
> NHL's thriving merchandising business, while, at the same time, the League's
> loyal and passionate fans, who consume anything hockey, should prove extremely
> beneficial to LEGO."
>
> Based in Billund, Denmark, the LEGO Company, family-owned and privately-
> held since its founding in 1932, is a world leader in providing quality
> products and experiences that stimulate children's creativity, imagination and
> learning through playful activities that encourage hands-on, minds-on
> creation, fun, togetherness and sharing of ideas. Company employees are guided
> by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the
> best is good enough." For more information, visit www.LEGO.com.
>
> NHL and the NHL Shield are registered trademarks and Hockey Rules is a
> trademark of the National Hockey League. NHL and NHL team marks are the
> property of the NHL and its teams. All Rights Reserved.
GREAT job again, Lego, in expanding your name with major sports affiliates.
MLS was a good start, NBA was better, and even though I'm not a hockey fan
the NHL and Lego "alliance" (if you will) is FANTASTIC. Keep it up Lego,
way to get your name into more and more households! I just want to end with
this...
NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL
Have a good one! :-)
Brendan
Duck360198@aol.com
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