• DM News, Monday, February 13, 2006 11:46 AM

Marketers for the National Hockey League and Major League Baseball are focusing on two international events in their efforts to promote their respective sports. The current NHL catalog includes two pages that take advantage of players involved in the Winter Olympics hockey competition by luring readers to an NHL website that offers about 60 products adorned with logos of teams from the U.S., Canada, Russia, Sweden, and the Czech Republic, among others. "We try to link everything together to get an end result of people going to the online store to buy the product when the Olympics become top of mind and they start thinking about their favorite team or player," said Andrew Edelson, director of strategic development at NHL ICE, New York. Meanwhile, Major League Baseball is busy promoting next month's first-ever World Baseball Classic, which includes 16 international teams from several continents and more than 300 MLB players representing their home nations. MLB ran an ad during Super Bowl XL promoting the tournament and its Web site, where fans can purchase country-specific jerseys featuring star players of various nationalities.

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