BEST BUY SIGNS NHL SPONSORSHIP DEAL

Includes U.S., Canadian Ad Campaigns and Promotions

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NEW YORK (AdAge.com) -- Best Buy Stores has signed a multiyear agreement with the National Hockey League and National Hockey League Players' Association for sponsorship of the league's All Star Game next February, according to the marketer.

Financial terms were not disclosed, but the arrangement includes advertising and promotions in the U.S. and Canada, the company said.

'NHL Cool Shots'
The sponsorship deal includes advertising on NHL games on Walt Disney Co.'s ESPN and ABC, rink-side advertising for regular and postseason games and promotion on Best Buy inserts and ads. Best Buy will also sponsor the "NHL Cool Shots" weekly highlight show, which airs on ESPN and ESPN2 and on Canadian networks CBC and TSN.

Under the agreement, Best Buy will also be the title sponsor of the All-Star Fan Balloting program, with Sony's PlayStation 2 serving as the presenting sponsor.

PlayStation 2
The program will include balloting at Internet kiosks at U.S. Best Buy stores; Best Buy coupons for PlayStation 2 products; and a giveaway for a trip to the 2005 NHL All-Star Game, PlayStation 2 computer entertainment systems and Best Buy gift cards.

Best Buy will also sponsor the NHL All-Star FANtasy, a fan-appreciation festival held in St. Paul, Minn., during the weekend leading to the game.

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