The economy may still be on the ice for some - but don't tell the NHL that. It says sponsorship revenue for the sport is up 20% for the 2010 Stanley Cup Playoffs. The league has signed on seven new
partners and renewed agreements with an additional five partners. New and returning sponsors including Anheuser Busch, Reebok, Bridgestone, Hershey's Canada, Bell Mobility - Canada, Honda,
PepsiCo-Canada, Visa - Canada, and Starwood Hotels. Adding big digital opportunities have helped created a "digital front door" for the league.
--Wayne Friedman
