Tuesday, January 27th1.4°C
24736
23931

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

23015


Recent Trending




Today's Market
S&P TSX14717.58-80.25
S&P CDNX672.85-1.54
DJIA17328.67-350.03
Nasdaq4692.656-79.108
S&P 5002030.40-26.69
CDN Dollar0.8064+0.0047
Gold1288.80+9.40
Oil47.17+0.24
Lumber312.80-3.50
Natural Gas2.962+0.081

 
Okanagan Companies
Pacific Safety0.12-0.02
Knighthawk0.010.00
QHR Technologies Inc1.40+0.01
Cantex0.03-0.005
Anavex Life Sciences0.180.00
Metalex Ventures0.035-0.005
Russel Metals24.21-0.24
Copper Mountain Mining1.08-0.01
Colorado Resources0.15+0.015
ReliaBrand Inc0.0069+0.0009
Sunrise Resources Ltd0.055+0.03
Mission Ready Services0.24+0.02

 



24813

FEATURED Property
2181635246-715 Leathead Road
1 bedrooms 1 baths
$94,900
more details
image2image2image2
Click here to feature your property
Please wait... loading


How to price: workbook approach

In 2008 Self Counsel Press published my book - Pricing Strategies for Small Business. The book is now available in Europe, India, Russia and the United States. The purpose of the book was to make avai...


Ailing Parents: Tax Issues

If your parent has become ill, there can be several tax issues that come into play depending on the nature of their illness, their age and the role that family members are playing. For example, if you...


What do I pay ICBC for anyway?

If you have had ongoing dealings with ICBC as a result of a car accident than you have likely had the pleasure of dealing with at least two sides of ICBC. Initially the relationship starts off pleasan...

_








Member of BC Press Council


23646