 The National Hockey League (NHL) today announced that McDonald’s USA has been named the League’s official quick-service restaurant (QSR) in the United States. McDonald’s is also the NHL’s official QSR in Canada, and the company already has local relationships with 14 NHL teams. Beginning with the Bridgestone NHL Winter Classic™ 2009, and the NHL All-Star Game, McDonald’s will create meaningful brand integrations at the League’s major events throughout 2009. As part of the agreement, McDonald’s also has purchased advertising on NHL media (NHL Network and NHL.com) and League rights-holders (NBC and Versus). Through its ongoing support of Ronald McDonald House Charities, McDonald’s is adding a charitable component to its involvement, with the NHL supporting Ronald McDonald House and the charity’s other core programs. “McDonald’s is one of the world’s most iconic brands, and we are very pleased to be working with the company in both the US and Canada,” said Keith Wachtel, NHL Senior Vice President of Corporate Sales and Marketing. “The NHL’s marquee events and media properties are where millions of hockey fans come together to celebrate the game. We are thrilled to have a brand such as McDonald’s recognize the value of activating with the NHL and engaging with the most avid and passionate fan base in sports.” As part of its activation at the Bridgestone NHL Winter Classic 2009, McDonald’s will give away a limited amount of $5 McCafé-themed Arch Cards to fans seated in a select section of the ballpark during NHL Winter Classic Live programming at intermission. In addition, the NHL, through its NHL Foundation, will donate $200 (up to $10,000) to Ronald McDonald House Charities for every shot on goal during the game between the Chicago Blackhawks and Detroit Red Wings which airs at 1 p.m. ET on NBC on New Year’s Day. Honda, the official vehicle of the NHL, will also donate a 2009 Honda Pilot to a Ronald McDonald House in the city of the winning team. “Working with the National Hockey League is a natural fit for our brand,” said John Lewicki, Director of Sports & Alliances, McDonald’s USA. “McDonald’s has a long tradition of aligning with relevant sports and entertainment properties our customers enjoy. Through this new relationship, we’re excited to bring fresh and unique extensions to hockey fans everywhere.” McDonald’s also will be part of the 2009 NHL All-Star Game in Montreal and the Honda NHL SuperSkills Competition, where it will serve as presenting sponsor of the shooting accuracy contest. In addition, McDonald’s has secured rights as the Official QSR of USA Hockey and has a partnership with Hockey Canada. Source: National Hockey League
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