The NHLís five-year pact with broadcaster Modern Times Group that includes TV rights in Sweden, Finland, Norway and Denmark "is valued at more than $50 million," according to Sam Mamudi of MARKETWATCH.com. The deal is the "largest of several the NHL has struck in recent weeks, as it negotiates its international rights." The NHL "has also sealed deals in France, the U.K., Spain and the Czech-Slovak market." The international push "isnít just on television." More than 20% of the NHLís digital audience "is from outside North America, and earlier this month it launched six local-language official websites in Russian, Czech, Finnish, German, Swedish and Slovak." A seventh, in French, is "due to launch by the end of the month." The sites "offer typical NHL.com content, but also focus on native players, with video interviews conducted in their own language, tailored highlights packages and localized versions of player pages." Each site "also has local writers."
Comcast Signs Deal With NHL That Allows Activation At And Around Winter Classic
By Fred Dreier, Staff Writer, SportsBusiness Journal
Published December 29, 2011
Comcast has signed a one-year renewal with the NHL that allows the cable giant activation rights at and around the '12 Bridgestone Winter Classic. The deal is separate from Comcast/NBCís 10-year U.S. television distribution deal with the NHL. Terms of the deal were not available. Com...
It looks like "activation" is the promotion of the sponsorship by both sides - advertising by the sponsor and support by the League (ie use of team uniform, logos, and other trademarked IP, use of copyrighted footage, and use of players in uniform in advertising).
I guess I meant specifically, why does Comcast/NBC need to sign an annual deal when they have a 10 yr deal with the NHL?
From what I can surmise from the encyclopaedic definition, this would be a broadcast sponsorship activation-- linking NHL logos/properties with NBC, whereby NBC takes out the ads to promote the linkage.
There was mention in the announcement of the original agreement that some portion of the contract value would be sponsorship activations.
(As an aside, I love when you find the definition of something that has to use the word its defining to describe what it is--- so does anyone really know? )