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White Sox and Blackhawks to Cross-Brand PDF Print E-mail
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Written by Maury Brown   
Monday, 07 April 2008 04:20

White Sox/Blackhawks promoIn what may be a first of its kind sponsorship agreement, two franchises under different ownerships and different leagues will cross-promote branding as part of a marketing sponsorship agreement. As reported by Eric Fisher for the Sports Business Daily :

The one-year pact will begin today at the White Sox’ home opener with a video featuring Blackhawks RW Patrick Kane and C Jonathan Toews in White Sox hockey jerseys. Other activations at U.S. Cellular Field include a Shoot The Puck promotion, an August 23 Blackhawks night and Blackhawks theming in White Sox game presentations. Similar activities, such as a White Sox night at United Center, are being developed for the '08-09 NHL season. Also, each club will sell tickets at the other’s games.

The White Sox released the following via Press Release:

The Chicago White Sox and Chicago Blackhawks of the National Hockey League (NHL) today announced a unique partnership between the two sports organizations.  The new marketing partnership, one-of-a-kind among sports franchises, gives the Blackhawks a significant presence within U.S. Cellular Field, home of the White Sox, during the 2008 season.

Throughout this season the White Sox will incorporate the Blackhawks during in-game activities, including a “Shoot the Puck” competition held once a game atop the home dugout.  The White Sox also will hold “Blackhawk Night” at the ballpark on Saturday, August 23.  That night will include appearances from Blackhawks players and legends, and fans will have the opportunity to purchase Blackhawks game tickets for 2008-2009.

“The Blackhawks and White Sox are a perfect match in Chicago sports,” said Brooks Boyer, White Sox vice president and chief marketing officer.  “We share a very similar fan base, one that places the utmost value on winning and demands it from their teams.  Our visions are anchored in passion, pride and tradition, mirroring the values of our fans.”

In addition to collaborating on marketing during the 2008 season, the Blackhawks and White Sox are exploring the cross-promotion of the sale of tickets.  The Blackhawks also plan to host “White Sox Night” at the United Center during the 2008-2009 season.

“The Blackhawks are proud to partner with the White Sox in this historic venture,” said Jay Blunk, senior vice president of business operations for the Blackhawks.  “The unique, cutting edge in-ballpark presentation the White Sox provide to their fans is a perfect vehicle to showcase the excitement of Blackhawk hockey to a new audience.

There are plans for cross-promoting with the Chicago Cubs, although it won't be on the same scale.


Maury Brown

Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey. He is contributor to Baseball Prospectus, and is available as a freelance writer.

Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.



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