NEW YORK—(BUSINESS WIRE)—Jan. 30, 2003—The National Hockey League (NHL), National Hockey League Players` Association (NHLPA) and Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT) today announced a multi-year agreement that makes Starwood properties in the United States and Canada the official hotels and resorts of the NHL and NHLPA.
Starwood`s sponsorship activities will kick off this weekend at the NHL All Star Weekend and 53rd NHL All Star Game.
Under the agreement, Starwood, and particularly its Sheraton Hotels & Resorts brand, will support League jewel events such as NHL All-Star Weekend, NHL All-Star Block Party and the NHL Entry Draft. Starwood will further support its NHL/NHLPA partnership through a media commitment that includes advertising in USA Today`s NHL-themed bonus sections and through NHL publications. A Starwood/NHL Award of the Month will be developed, criteria to be determined, tied to joint brand attributes.
In addition to the marketing alliance, the NHL and NHLPA will utilize Starwood properties for League and Players` Association events, meetings and travel. A unique program has been developed that will utilize NHL players as Starwood spokespersons and enroll them in the company`s award-winning frequent guest program, Starwood Preferred Guest, enabling players to earn Starpoints good for travel at Starwood`s properties worldwide. The NHL will work with Starwood to develop a program that can be used by NHL Member Clubs.
“The NHL is excited to announce a partnership with the leading worldwide brand in the hotel and resort category,” said NHL Group Vice President, Corporate Marketing, Andrew Judelson. “This strategic alliance will enable both Starwood and the NHL to leverage the strength of each others brands to further grow our businesses.”
“Sheraton`s partnership with the NHL provides us countless opportunities to reach our target demographic—affluent business travelers—in key U.S. and Canadian markets where Sheraton boasts more than 200 hotels,” said Norman MacLeod, Executive Vice President of Sheraton Hotels & Resorts. “Sheraton has spent several years improving the brand, investing more than $1 billion primarily in renovations, and we continue to look for unique marketing opportunities to promote the `new Sheraton` in fun and exciting venues, and NHL and the great frozen game certainly provide us that.”
“We are pleased to begin our partnership with a world class organization like Starwood,” said Ted Saskin, NHLPA Senior Director. “Starwood`s commitment to NHLPA members will provide excellent exposure for our great athletes, and I am confident our members will have more opportunities to stay at Starwood properties on a worldwide basis in the years to come.”
In addition to Starwood`s partnership with the NHL, Starwood is also the official hotel company of the PGA TOUR.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with more than 750 properties in more than 80 countries and 110,000 employees at its owned and managed properties. With internationally renowned brands, Starwood is a fully integrated owner, operator and franchisor of hotels and resorts including: St. Regis, The Luxury Collection, Sheraton, Westin, Four Points by Sheraton, W brands, as well as Starwood Vacation Ownership, Inc., one of the premier developers and operators of high-quality vacation interval ownership resorts. For more information, please visit www.starwood.com.
NHL is a registered trademark of the National Hockey League and is property of the NHL and its teams. All Rights Reserved.