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Despite the 'one-step-at-a-time' philosophy he has preached in his five years as the National Hockey League's first commissioner, Gary Bettman has taken some broad steps with the league. In sheer [...]

MasterCard has iced a four-year contract making it the 'official payment system' of the National Hockey League. The agreement includes a media buy that gives MasterCard category exclusivity during the [...]

The National Hockey League (NHL) has launched an aggressive marketing campaign to boost the renewed popularity of hockey. The NHL has already signed a new licensing agreement with CCM and Pro Player and a television contract with ABC-ESPN. It has launched a variety of ice and roller hockey programs and struck a deal with toymaker Hasbro in hopes of promoting hockey among kids. The league is also working with hockey teams and private developers to build several ice rinks across the country., With participation numbers on the rise while the number of rinks around the country continues to surge, the NHL says hockey is ready to breakout out of its shell in [...]

The National Hockey League has allied with sponsors, licensees and groups such as USA Hockey in launching a multi-dimensional grassroots program in the early 1990s to develop the game among children. The alliance has created several developmental projects including those that are teaching the rudiments of the game such as refining stick skills and those that are introducing inner-city children and minorities to the game. The league has also contracted real estate developers to design and build additional hockey playing rinks., In an effort to attract greater numbers to the sport, the NHL has teamed with its sponsors, licensees and other organizations to take its message to the street - netting [...]

Think you're a talented enough marketer to sell ski parkas in Florida or bathing suits in Alaska? Then you can appreciate the task facing the National Hockey League's Dallas Stars, [...]