Friday, October 31st8.4°C
21625
23004

Rogers, Scotiabank's 6-yr NHL deal; also include new TV shows, digital products

TORONTO - Rogers Communications Inc. (TSX:RCI.B) has signed Scotiabank as its first major NHL sponsor since acquiring exclusive multimedia rights to National Hockey League games beginning this fall.

Neither company would disclose how much money will change hands under the six-year deal but a Rogers executive said it would be in the millions of dollars.

Scotiabank (TSX:BNS) will get sponsorship rights to Sunday night and Wednesday night TV broadcasts that will be carried by either Rogers Sportsnet or its City television stations.

The deal also anticipates Scotiabank will be able to reach customers and other members of the public through network-connected computers, tablets and smartphones — the "second screen" that sports fans use while watching live events.

"There's a whole series of second-screen opportunities that this deal brings to the table," said John Doig, Scotiabank's chief marketing officer.

However, Scotiabank will also use conventional television to talk about its community hockey programs during the Hockey Night In Canada shows on Saturdays, which will remain on CBC Television for a number of years but will be under Rogers management starting with the next hockey season.

The bank will also sponsor Scotiabank Wednesday Night Hockey on Rogers Sportsnet and Sunday Night Hockey on City, another Rogers business, and be a sponsor during the NHL playoffs and Stanley Cup finals.

Scott Moore, president of Sportsnet and NHL Properties at Rogers, agreed that the Scotiabank deal will help fund research into a new range of ways to reach sports fans but said television will remain the best way to reach a mass audience.

"We all want to find new and innovative ways to reach our consumer but, don't forget, the biggest television events are the best marketing opportunities. That gets proven every Saturday night on Hockey Night In Canada," Moore said.

The Rogers deal with the NHL was considered ground-breaking when it was announced in November, in part because it moved Hockey Night In Canada — a fixture through much of the league's history — out of the control of the Canadian Broadcasting Corp. and also because of the amount that Rogers was willing to pay for the 12-year deal — $5.2 billion.

Rogers has said previously that it expects to be able to combine its strengths in cable television, wireless networks and media production to tap new sources of revenue.

Earlier this week, the rival BCE Inc. (TSX:BCE) telecommunications and media group announced a three-year sponsorship agreement between its TSN sports channels and Canadian Tire Corp. (TSX:CTC.A), another major advertiser. A Canadian Tire executive said it had also invited Rogers to propose new ways to reach its customers and that talks were ongoing.

Follow @DavidPaddon on Twitter

The Canadian Press


Read more Business News




Recent Trending




Today's Market
S&P TSX14458.69-68.88
S&P CDNX771.65-9.42
DJIA17195.42221.11
Nasdaq4566.138+16.912
S&P 5001994.65+12.35
CDN Dollar0.8873-0.0061
Gold1165.30-33.2999
Oil80.27-0.63
Lumber322.40-1.20
Natural Gas3.715+0.066

 
Okanagan Companies
Pacific Safety0.11+0.01
Knighthawk0.01-0.005
QHR Technologies Inc1.150.00
Cantex0.045-0.015
Anavex Life Sciences0.1711-0.0089
Metalex Ventures0.0350.00
Russel Metals32.22-0.35
Copper Mountain Mining1.97-0.05
Colorado Resources0.14+0.005
ReliaBrand Inc0.012-0.004
Sunrise Resources Ltd0.05+0.025
Mission Ready Services0.375+0.005

 





FEATURED Property
19964572420 Abbott
3 bedrooms 3 baths
$2,295,000
more details
image2image2image2
Click here to feature your property
Please wait... loading


Empty nesting: financial issues

Now that the children have ‘left the nest’, it is a good time to step back and take stock of your financial situation. Being on your own will probably cut household costs to some extent, b...


Keep your haunted home safe

Eerie sounds, spooky lights and Jack-o’-lanterns aglow—extra efforts at Halloween will keep visitors coming back for both tricks and treats. However, to keep the fun going, it’s imp...


What I learned in China

Photo: ContributedI will never be an expert on China. It is just too big, too complex and too old with layers of history and meaning that would take several lifetimes to unravel. As I said to my hosts...

_








Member of BC Press Council


22786