Okay, here's the second article, the one that Xelebes
provided a link for earlier:
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Amway describes tangible, intangible benefits of Detroit Red Wings sponsorshipPublished: Friday, September 02, 2011, 7:54 AM
Updated: Friday, September 02, 2011, 3:18 PM
By Chris Knape | The Grand Rapids PressDETROIT — Amway has sharpened its connection with the Detroit Red Wings, announcing it has agreed to become
the first-ever "presenting sponsor" for the National Hockey League franchise.
The multiyear agreement with the Ada Township-based company builds upon last year's initial partnership, which featured the Amway logo on all Red Wings practice jerseys and pucks.
"We put our toe in the water the first year, and now we're all in," said Steve Lieberman, managing director for Amway North America. "They're a great organization. They're quality people, easy to deal with. We’ve had a lot of additional things we've worked with that weren't in our original deal."
The news follows the recent
announcement that the Red Wings will play this year's intrasquad Red-White game Sept. 27 in Grand Rapids at Van Andel Arena. They haven't played that game here since the early 2000s.
Throughout the season, Amway's name will appear on the rinkside boards at Joe Louis Arena as well as elsewhere in the facility. Amway's logo also will appear on Red Wings tickets and other items.
Part of the deal also calls for Amway's Nutrilite brand to be named the official vitamin and nutritional supplement of the Red Wings.
"They're an iconic brand that we felt very much tied with our heritage," Lieberman said. "We're also both Michigan companies, privately owned."
The Red Wings are owned by the family of Little Caesar's Pizza founder Mike Ilitch.
"We're elated to have Amway as the first presenting sponsor in Red Wings history," Tom Wilson, president of Ilitch's Olympia Entertainment, said. "The unique similarities between our two companies make this a natural alliance that will enhance all areas of our operations, including player nutrition, fan experience and our dedication to the community."
Amway has dramatically stepped up its marketing efforts in recent years, securing endorsement deals with high-profile athletes and serving as presenting sponsor for Major League Soccer's San Jose Earthquakes and such events as Tina Turner's 2008 concert tour.
The company also has its name on the Amway Arena, home of the NBA's Orlando Magic, a team owned by the family of Amway co-founder Rich DeVos.
The Red Wings deal marks Amway's biggest sponsorship involving a mainline professional sports team in North America.
Some
fans commenting Thursday on the initial report of the deal on Mlive.com were sharply critical of the Red Wings for partnering with Amway, which is a frequent lightning rod for critics. Others were supportive or pragmatic.
Bill Chipps, senior editor at Chicago-based IEG, a company that consults on sponsorship deals, said he expects any backlash over the deal to be short-lived, even though Amway can be controversial.
"I think the public has grown to accept and acknowledge the role of sponsorship," Chipps said. "Most people recognize that sponsorship dollars are vital to a team's existence if not a team's on-field performance."
As for the cost of a presenting sponsorship in the NHL, he expects the annual cost to Amway is likely in the high six figures, if not the low seven-figure range.
Amway and the Red Wings did not disclose financial terms of the deal.
Lieberman said Amway looks at the tangible benefits it gets from such deals — such as tickets for employees and distributors and consumer exposure to its brand — as well as intangibles — such as the goodwill that can be built from being associated with a quality organization.
"There's never a straight dollars-and-cents calculation, where you send X dollars you get Y benefits," Lieberman said.
Presenting sponsorships are common and even more overt in European and other international leagues. The National Basketball League's Detroit Pistons in June
renewed a presenting sponsorship with PNC Bank. The practice also has been used in the National Football League and Major League Baseball, though the extent of the relationships vary from deal to deal.
Chipps expects the practice to spread.
"I think most sports organizations definitely want the right to sell presenting status or sell sponsorships to jerseys," Chipps said. "There are holdouts. But the trend is definitely gaining steam. At the same time, it still has to be done right."
— MLive.com's Ansar Khan contributed to this story.
E-mail Chris Knape: [email protected] and follow him on Twitter at twitter.com/KcornerCopyright 2011 MLive.com.