• by Karl Greenberg , October 7, 2011

Volkswagen of America, Inc. has extended its partnership with NHL team the New York Rangers. The sponsorship for the 2011-2012 season includes in-arena activation at Madison Square Garden, online and on-air activation.

The Herndon, VA-based company will again have the in-arena fan contest, the "Shoot. Score. Drive." Challenge, dangling 10 different Volkswagen vehicles throughout the season, including the new Passat.   At ten select games one fan will have the opportunity to take a shot from the far blue line for the chance to win a two-year lease on a Volkswagen vehicle. Volkswagen will highlight and offer fans the opportunity to win ten different models throughout the season. Fans can enter the "Shoot. Score. Drive." Challenge by texting a keyword to a shortcode to be revealed throughout the season in-arena and on MSG Network, or by going online to NYRangers.com, per a release.

VW will tout the contest in-arena, at NYRangers.com, on MSG Network, and in tri-state area Volkswagen dealerships.

 As before, Volkswagen also gets its name in the ice plus branded dasherboards and custom branding on a zamboni. In addition, the partnership includes exposure on MSG Network, where Volkswagen will promote the Rangers Power Play during games.