As we mentioned yesterday, the National Hockey League has cancelled more games - now all games through 2012 are cancelled, with more likely to come. Almost half of the 2012-2013 NHL regular season has been lost to the greed of players and owners.
So, what is happening to the advertising dollars that are normally spent during NHL broadcasts?
Kraft Canada cancelled its 2013 Hockeyville program on CBC last month due to the work stoppage and announced today a new deal with TSN to give $1 million to Canadian minor hockey associations through its "Kraft Hockey Goes On" program, which launches January 5 during the pre-game show for the IIHF World Junior Hockey Championship on TSN and French-Canadian counterpart RDS, which are the two stations that will receive the new Kraft marketing campaign.
“Now, more than ever, it’s the perfect opportunity to celebrate the game and say ‘thank you’ to some of the thousands of volunteers who dedicate their time and energy to ensure that hockey goes on,” TSN president Stewart Johnston said.
Other Canadian NHL sponsors are looking at ways to make up their lost sponsorship money. I hope (in vain) that they will all stay away from the NHL when it finally returns and pretends to care about fans.