STARWOOD HOTELS SIGNS AGREEMENT WITH NHL, NHLPA
By Adnews Staff
Starwood hotel and resort properties in Canada and the U.S have become the official hotels and resorts of the NHL and NHLPA with the signing of a multi-year agreement between Starwood Hotels & Resorts Worldwide and the National Hockey League and National Hockey League Players' Association. Starwood's Sheraton Hotels & Resorts chain will sponsor league events including the NHL All-Star Weekend, NHL All-Star Block Party and the NHL Entry Draft. The hotel company will support the marketing relationship through advertising and the development of a Starwood/NHL Award of the month. In addition, the NHL and NHLPA will use Starwood properties for events, meetings and travel. Also, a program has been developed in which NHL players will act as as Starwood spokespersons and enroll in Starwood's frequent guest program. The NHL and Starwood will work together to develop a program for NHL Member Clubs.