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The National Hockey League, which has secured $10 million in corporate marketing partner activation for the 2009 NHL All-Star Weekend in Montreal, Tuesday announced the activation plans for all of its partners at the event. As the League continues to play to a record percentage of building capacity and attract an increased national audience online and on television, corporate marketing partners have shown even more eagerness to activate at the NHL’s marquee events.

“We are extremely pleased at the breadth and scope of activation at the 2009 NHL All-Star Weekend in Montreal,” said Keith Wachtel, NHL Senior Vice President of Integrated Sales and Marketing.“The NHL and its partners are excited to showcase the sport of hockey to a global audience better than ever.”
A summary of corporate marketing partner activation follows (alphabetically):

2KSports
• Presenting a Nintendo Wii Video Gaming Competition on the Red Carpet during the Lay’s/NHL All-Star Jamboree™.
• Hosting the finals of the Hockey Hall of Fame Xbox 360 video game tournament on the Red Carpet leading up to player arrivals.

Bell
• Will feature two Interactive Zones in the Bell Centre concourses for product display and fan interaction.

Bridgestone
• Title sponsor of Bridgestone/NHL Fastest Skater™ during Honda/NHL SuperSkills
• Feature presentation of the Bridgestone Greatest NHL Captains promotion during Honda/NHL SuperSkills.
• Sponsor of an Interactive Skill at the Lay’s/NHL All-Star Jamboree.

Bud Light (Labatt)
• Bud Light/NHL Concert on Crescent - a two-day festival on Crescent Street with ice sculptures and a live performance by the multiplatinum band Hedley on Saturday after Honda/NHL SuperSkills.
• Presenting Sponsor of the Bud Light Fan Tailgate Zone at the Lay's/NHL All-Star Jamboree.

Cisco
• Title sponsor of The Cisco All-Access Pre-Game Show on the LiveWire channel at NHL Network Online™.
• Title Sponsor of Cisco/NHL Hardest Shot™ during Honda/NHL SuperSkills.
• Cisco will feature its TelePresence technology at the Bell Centre.

(Source: Sportsbusinessnews.com)