LEGO AND NHL SIGN GLOBAL DEAL
By Adnews Staff
The Lego Company of Billund, Denmark and the National Hockey League, based in New York, have signed a multi-year global merchandising and marketing agreement. As part of the agreement, Lego will introduce a line of NHL-themed products as part of its Lego Sports line in the spring of 2003 and promote the products with a media campaign using NHL league and team trademarks. Lego will also have a presence at NHL events and will sponsor a number of grassroots hockey tournaments in North America. The Lego Sports brand will be promoted online at <http://www.nhl.com>. "This is a natural partnership between two premier international brands that have tremendous global reach and resonate with youngsters around the world," said NHL commissioner Gary Bettman. "Lego is a great addition to the NHL's thriving merchandising business. At the same time, the league's loyal and passionate fans, who consume anything hockey, should prove extremely beneficial to Lego." In the summer Lego signed a similar agreement with the National Basketball Association.