MASTERCARD EXTENDS NHL SPONSORSHIP
By Adnews Staff
MasterCard International of Purchase, NY has extended its sponsorship agreement with the National Hockey League and the National Hockey League Players' Association. The extension runs through the 2006/2007 season. Remaining an official marketing sponsor means the credit card company can continue to use the NHL and NHLPA names and logos in its advertising, promotional materials and merchandising programs. The company will also continue to sponsor of the NHL All-Star weekend. MasterCard has been an official NHL marketing partner since 1995. Its sponsorship will include the U.S. and Canada. In this country MasterCard plans to release new hockey-themed television ads as part of its ongoing "Priceless" campaign. MasterCard is also preparing NHL-themed promotions for its customers. The "Priceless" campaign is by McCann-Erickson of New York. Public relations for Toronto-based MasterCard Canada are handled by Environics Communications of Toronto.